Creative Direction • Experiential Design • Graphic Design • Illustration
In their 25th year of sponsoring the US Open American Express wanted the most attractive and engaging experience yet. With over 20,000 square feet of event space we created a design system that married the Amex brand with the action of tennis.
Bold typography driven by tennis-inspired messaging and deconstructed tennis illustrations filled the walls in the space. Patterns extracted from the Amex “Ribbon” pulled all of the elements together and subtly integrated their branding.
Multiple “photo moments” were integrated including an NYC wall made of tennis balls that visitors could write messages on.
In all there were 10 experience spaces that were built out using the design system.
The lead client’s literal words for the experience – “You guys crushed it.”