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TPARK (Tennis Park)
Client Pitch Direction

Industry
Entertainment

Client
National Tennis Center Beijing

Agency
2x4

Role: Designer
- Developed multiple scalable identity directions from strategy, with several routes shortlisted for the client pitch
- Explored a wide range of logo directions that helped inform the final identity
- Developed one pitch route into a scalable identity system with clear rules, applied across key touchpoints


Challenge
A visual identity pitch for TPARK, a youth-focused tennis campus within Beijing’s National Tennis Center. With tennis rapidly becoming more mainstream, the brand needed to feel young, social, and energetic, positioned as “tennis is the new fashion”, while staying approachable to first-time players. The task was to translate that strategy into a bold, consistent system that could scale across real-world touchpoints, from courtside graphics and apparel to social and event materials.


Team
Creative Director:
Jing Xin, Celine Fu

Designer (Identity Exploration & Scalable Visual System):
Yating Liu







Strategy into directions
I developed four viable directions aligned with different angles of strategy. Multiple of them were shortlisted in the final client pitch.




Logo ConceptThis is the direction selected for the pitch. I translated the shared “PAR” counters into an impact-driven form that echoes a ball’s split-second deformation and the energy of a player in motion. I then shaped the system with a break-the-rules, street-forward edge and paired it with bold, heavy typography built to hold at stadium scale across tournament communications. 



















TPARK MATCH





Additional pitch direction for this project

 
TPARK (Tennis Park)  Logo Pitch Direction (Shortlisted)
High-impact pitch shortlisted scale to touchpoints to prove real-world viability


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