US Open Brand Experience

Brand Experience Audit.

(Thinkwell Project) In 2017 the iconic US Open was poised to unveil significant changes to the physical environment of the tournament. My employer, Thinkwell was engaged to provide an assessment of the overall guest and brand experience.

My brand presentation made a case for not only the environmental and way finding graphic improvements, but to reevaluate the US Open logo identity, which yielded unanimous agreement by the USTA board.

On site/off site brand experience research

Stakeholder interviews

Review of audience types

Findings assessments

Future ‘big ideas’ presentation

Presentation design

Brand strategy

Identity design

RFP proposal

The US Open experience

Insights from stakeholders

Brand principals

Experience audit

Areas of opportunity

Actionable Ideas

Logo identity

Identity recommendations

The new identity was designed by the legendary NY design firm, Chermayeff & Geismar & Haviv. The new modern symbol is paired with an italic, lowercase sans serif typography, with the name held together by a flipped “u” and an “n.” The result expresses the energy, spirit, and velocity of the flaming tennis ball and the U.S. Open itself, while modernizing the look, providing a more youthful appeal, and optimizing the identity for applications on everything from apps and Instagram to billboards, print ads, and swag.