SONY OPEN

BUILDING BRAND PARTICIPATION BEYOND SONY’S PRODUCTS

SONY OPEN

Sony offers a powerful platform to attract an alternative audience and prototype new behaviours and services to the world of tennis and sport at large. Leveraging Sony’s best-in-class innovation and technology to not only hero products but add value to the event both on and off court through technology and content.

Challenged to design the future of sports events, we set off on a year long process of iteration and testing working closely with the company at all levels both in the US, UK, Sweden and London. The new brand launched with an expression that harnessed the visual cues and behaviours of Miami intersecting the confident restraint of the Sony master brand.

BUILDING BRAND PARTICIPATION BEYOND SONY’S PRODUCTS

Sony offers a powerful platform to attract an alternative audience and prototype new behaviours and services to the world of tennis and sport at large. Leveraging Sony’s best-in-class innovation and technology to not only hero products but add value to the event both on and off court through technology and content.

The new brand launched with an expression that harnessed the visual cues and behaviours of Miami intersecting the confident restraint of the Sony master brand.

SonyOpen_Tennisballs

With over 330,000 visitors per year, Sony Open Tennis became the largest tennis event outside of the four Grand Slams

With over 330,000 visitors per year, Sony Open Tennis became the largest tennis event outside of the four Grand Slams

SonyOpen_Logo
SonyOpen_Apps
SonyOpen_Entrance

Biscanye Sans typeface was created uniquely for the brand, based on the nouveau typography in the city

Biscanye Sans typeface was created uniquely for the brand, based on the nouveau typography in the city

SonyOpen_Tennis
SonyOpen_Nadal

“The tournament is a perfect platform to bring the excitement of Sony’s connected entertainment experiences to athletes, fans and consumers”

Stephan Croix
VP, Head of Marketing Creation at Sony

“The tournament is a perfect platform to bring the excitement of Sony’s connected entertainment experiences to athletes, fans and consumers”

Stephan Croix
VP, Head of Marketing Creation at Sony

SonyOpen_Stadium

Created at The Gild


4 GILLETT PLACE
LONDON
N168JB

ALEX@ALEXANDA.CO.UK
+44(0)7816967862

4 GILLETT PLACE
LONDON
N168JB

ALEX@ALEXANDA.CO.UK
+44(0)7816967862