Women’s Tennis Association rebrands with Landor Australia
The Women’s Tennis Association (WTA) has launched its first rebrand in over a decade, taking inspiration from the lines of a tennis court in its new branding.
The rebrand was undertaken by Landor Australia, which was briefed with developing a new visual identity and direction for WTA’s strategy, as well as a brand campaign to support its launch to market.
WTA’s original shade of purple was retained, and has been complemented by a new colour palette and suite of imagery that supports the brand message of power and determination.
Women’s Tennis Association’s new look thanks to Landor Australia
Landor Melbourne general manager, Jessica Murphy, said the agency was keen to step up to the task.
“Our initial challenge was to work towards changing the brand position. The WTA was not founded on tradition. It’s made up of revolutionary women who challenge the status quo and continue to pave the way for those to come,” she said.
“This spirit guides the brand moving forward so we set out to reposition the WTA under the new brand idea ‘The Power of Association’, which is all about unleashing and uniting the competitive power of women. With this idea we have brought together all the key elements – the association, the players and the fans – that make the WTA such a powerful force, signifying a new era for the sporting body.”
The new branding has rolled out across all of WTA’s collateral, including tournament branding, advertising, promotion. The launch campaign, also produced by Landor, centres around a 30 second spot that highlights the work and commitment the players undertake, and draws back to the tag line ‘WTA For The Game’.
“From both a sporting and a business perspective, we were inspired by the inherent qualities of leadership, courage and shared goals of the WTA and aimed to provide a brand strategy and visual platform that players and tournaments could use to amplify this powerful message,” Murphy said.
“Fans are fascinated by individual skills and athleticism, but they also invest deeply in what motivates these women on and off the tennis court. Exploring these driving forces is a key element of the rebrand. I believe we have honoured the rich history of the WTA while appealing to a new age audience. It’s a rebrand that is flexible, personable and interactive, making audiences feel that they are part of the game.”
Creative director, Sam Wall, added: “The ‘WTA For the Game’ campaign concept stemmed from the brand strategy and visual identity and we built a suite of campaign assets to activate this. ‘WTA For the Game’ takes a look behind the scenes of the court that we see at matches, identifying the moments that drive our favourite players.
“Through this interactive campaign, we have created a link between players and fans, giving an insight into the grit, passion and determination that goes into the game we love to watch.”
The campaign is also appearing across influencer stories and WTA player, tournament and affiliate channels.
