American Expressed challenged us to design a premium and welcoming space to all tennis fans at the 2012 US Open in New York City. This was a 15,000 square foot area where we created a space where all fans could come and get closer to their passion. There were clinics, games, a full size official court for events and a member only viewing lounge.
We developed the energy strand pattern as a way to communicate energy and tie the look and feel to the American Express visual vernacular. This use of the energy strand was the cornerstone of all design communications. Clean graphics and impactful use of player photography ensured the experience was open and sophisticated and still had energetic vibrancy.