Creative Dive: The Australian Open Rebrand – Landor & Fitch

Big, bold, and full of life, the Australian Open had grown into an annual Melbourne-wide extravaganza. But its branding was static and out-of-date.

Client

The Australian Open

Agency

Landor & Fitch

Campaign Date

2016-19

market

Global

Campaign Background

Big, bold, and full of life, the Australian Open had grown into an annual Melbourne-wide extravaganza.

But its branding was static and out-of-date.

Taking the “A” and “O” as core components for a new visual identity, Landor & Fitch injected charismatic energy and motion into the brand.

“We created a dynamic personality that lives and breathes through every part of the unique AO experience.

The flexibility of the visual system makes it adaptable, responsive, and highly suited to a variety of applications, from digital graphics to tickets.”

The Work

Deeper Dive

Landor & Fitch

The brief

We needed to reinvent an out-of-date brand and shift perceptions from a summer tennis event to a future-focused entertainment brand.

A new direction

Compared to the other Grand Slams that were steeped in tradition, the Australian Open was home to many firsts. The brand strategy of ‘Game-Changer’ was born. A way to represent the tournament of the modern era; constantly changing, adapting, and reinventing itself.

An iconic new mark

Taking the “A” and “O” as core components for a visual identity, we injected charismatic energy and motion into the brand.

A dynamic design system

We created a dynamic personality that lives and breathes through every part of the unique AO experience. Adaptable, responsive, and highly suited to a variety of applications, from digital graphics to tickets.

Transformation of the experience

AO changes the rules of the game. From the music, gourmet food and evening light shows to the festival atmosphere.

A three-week sporting event has been reinvented as future-proof entertainment brand that exists every day of the year.

The story continues every year

We continued to evolve how the brand expresses itself in campaigns.

Each year, the brand strategy of Game Changer is brought to life through new campaign messaging and evolved graphic elements.

 

Campaign Credits

Landor & Fitch

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