TPARK (Tennis Park)
Client Pitch Direction

Industry
Entertainment

Client
National Tennis Center Beijing

Agency
2x4

Role
Pitch Direction Designer (Logotype and Visual System)
- Built a set of strategy-led directions across a range of visual intensity; two routes shortlisted to the client pitch
- Developed a 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 Direction:
Jing Xin, Celine Fu

Design:
Jing Xin, Chumeng Zong, Wenwen Zhang, Yating Liu

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.

Aditional pitch direction for this project

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

YATING LIU

INFO

YATING LIU

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