CHALLENGE

Roger Federer and his team set out to create a tournament, named in honour of Rod Laver. The tournament would take tennis in a new direction: shortened formats optimised for spectators and broadcast.

The challenge was finding a balance between legacy and innovation, the perfect double of old-time stories and forward-thinking experiences.

STRATEGY

The brand needed a proposition – something to guide the creation of this first-of-its-kind event. ‘Tennis Unrivaled’ hit all the right notes. It signified Laver Cup’s titanic ambitions, unmatched atmosphere and intense rivalry, but also nodded to the unique format of the event, which turned former rivals into teammates.

It allowed us to form a communication platform that flexes enough to engage all stakeholders without ever compromising on the message at its heart.

SOLUTION

With the focus on rivalry, we thought it only fitting to empower the ‘V’ within the identity, a symbol that embodies two vital values: versus and victory. The team badges and opposing colours were the next step, creating a tribal mentality for players and fans alike.  

The brand was always going to live in the real world, up-close and personal to the most passionate fans.

So we took an ‘every touchpoint matters’ approach, defining the best brand opportunities for differentiation, and crafting unique designs to make the most of them: The Black Court, Team Areas and Court Furniture, to mention a few.

The Laver Cup now had a swagger that reflected their bold new vision for tennis. Game, set and match.

The first of its kind. The Black Court creates the perfect backdrop for the team colours to pop on broadcast.

RESULTS

Since we began working with the Laver Cup, it has sold out arenas in Prague, Chicago, Geneva, Boston and London. It has become the only non-ATP branded event to be included within the ATP calendar with points awarded and is broadcast to over 100 countries worldwide.