Backyard Open

The Challenge:

Pickleball took over by making racket sports fun to be around, leaving tennis behind. Backyard Open is our answer to the sport back in the spotlight. A tennis event that takes the sport seriously but keeps it loose. Think grass courts, cold drinks, good music, that grill aroma, and people having a good time.

The challenge was building a campaign concept that could live in both worlds. Competitive enough to respect the game, laid back enough that you’d stay for the after-party. Tennis, but make it a backyard.

Logo

The mark for this event resembles the start of the point: the iconic serve. The mark was initially handcrafted, drawn on a napkin and then refined to how it is now. This approach gives it some genuinity and a nod towards the concept's casualness.

Typefaces Druk and Canela contrasts the concept of competition versus casual play. Druk shows up to hit hard and Canela ready to relax. Both reflect the dual nature of the Backyard Open.

The color palette keeps this same balance where deep navy brings out the intensity, and off-white to softens things out. Muted green nods to the grass, and subtle orange that brings the warmth out. Think about the golden hour sunset in your backyard (or those backyards seen in Ferris Bueller's Day Off)

Primary

Druk
ABCDEFGHIJKLMN
OPQRSTUVWXYZ

Secondary

Canela
abcdefghijklmn
opqrstuvwxyz

Primary | #0B1F2A

Secondary | #C0DEAF

Base | #F6F8EF

Accent | #E58A4E

Campaign Deliverables

The Instagram carousel was designed to let the audience experience the brand first hand. The concept here embraces those fun mistakes. It may end up in a few unexpected places, but players that's the real game. Backyard Open isn't about playing perfectly. It's about showing up, having fun, and maybe losing a few balls along the way.