Sure, everyone can watch tennis. But the magic of the sport is that it’s truly democratic—anyone, anywhere can play. My team was tasked with pushing The United States Tennis Association's membership platform, Let's Tennis, one step further for the 2022 US Open. I helped concept a new creative territory and headline-driven signage throughout the Billie Jean King National Tennis Center.
Become more than a fan is a call for spectators to get on the court and start serving. Cheeky and direct, it speaks to the collective and beckons visitors to move a step closer to the baseline.
Agency: YARD
Creative Director: Jarrell Fudickar
Copywriter: Jennie Mason
Designer: Cassie Luzenski
