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Creative Direction, Visual Identity + Copy and Tone, Brand Style Guide + Imagery, Brand Activation and Real-World Expression + Customer Journey

World TeamTennis has always offered a unique take on the sport, transforming tennis into a fast-paced, team-centered experience. Founded in 1974 by the iconic Billie Jean King, a champion and visionary who built the league on the principles of equality, it has long stood for more than competition. As the league evolved, the opportunity was to create a more modern brand reflecting the energy, excitement, and community that define the game today.

Through strategic brand development, we established a creative direction centered on momentum, teamwork, and fan connection. This informed a bold visual identity of dynamic graphics, vibrant colors, and contemporary typography, with confident, inclusive copy made to perform across digital, broadcast, and live-event environments. A comprehensive style guide ensured consistency, while activation concepts across venues, social media, merchandise, and fan experiences brought the brand to life.

The result is a cohesive, future-focused brand that positions World TeamTennis as an exciting sports entertainment experience built around teamwork, connection, and unforgettable moments.

Creative Direction, Visual Identity + Copy and Tone, Brand Style Guide + Imagery, Brand Activation and Real-World Expression + Customer Journey

World TeamTennis has always offered a unique take on the sport, transforming tennis into a fast-paced, team-centered experience. Founded in 1974 by the iconic Billie Jean King, a champion and visionary who built the league on the principles of equality, it has long stood for more than competition. As the league evolved, the opportunity was to create a more modern brand reflecting the energy, excitement, and community that define the game today.

Through strategic brand development, we established a creative direction centered on momentum, teamwork, and fan connection. This informed a bold visual identity of dynamic graphics, vibrant colors, and contemporary typography, with confident, inclusive copy made to perform across digital, broadcast, and live-event environments. A comprehensive style guide ensured consistency, while activation concepts across venues, social media, merchandise, and fan experiences brought the brand to life.

The result is a cohesive, future-focused brand that positions World TeamTennis as an exciting sports entertainment experience built around teamwork, connection, and unforgettable moments.