China Elite Tennis Challenge

As a high-end culture-exchange events, China Elite Tennis Challenge is originated from The Boodles (Boodles Challenge). In coordination with Boodles, a luxury jeweller, it was initially founded by veteran sports agent Patricio Apey as an event to help players hone their grass court skills in the lead-up to Wimbledon. In 2014 summer, the event landed in Hangzhou City in China for its first time of east-meet-west.
Industry / Location
Events Creative Curator of IPCN / UK & Shanghai

Scope of Work

Communication strategy / Visual Identity / Brand collateral design / Print management / Web design & development / Creative Direction Consulting
Background

 

The China Elite Tennis Challenge is originated from The Boodles (Boodles Challenge). In coordination with Boodles, a luxury jeweller, it was initially founded by veteran sports agent Patricio Apey as an event to help players hone their grass court skills in the lead-up to Wimbledon. It is played in a similar style to the AAMI Classic giving the players at least three matches each and allowing non competition players to appear in one match per a day. Over recent years Andre Agassi, Pete Sampras, Tim Henman, Marat Safin, James Blake, Andy Roddick, Fernando González, David Nalbandian, Novak Djokovic, Fernando Verdasco, Jo-Wilfried Tsonga and Andy Murray have all appeared. Since its inception, The Boodles has turned into a lifestyle event featuring British luxury brands such as Boodles, Veuve Clicquot and H.R. Owen. And in 2014 summer, the events landed in Hangzhou City in China for its first time in the east…
The Challenge

 

Our challenges are many – Fundamentally, how to use visual design to transform a UK traditional concept to China and avoid credibility issue? How to adapt duo-language at the same time avoiding the readability issue and massive printing cost? It required us to remain the original symbol for the logo at the same time enhancing its visual adaptability for various context in a traditional Chinese environment.
The Concept

 

After exploring the history of The Boodles Challenge, we repositioning the visual style from ‘Casual & Luxury’ to ‘Formal-Casual’. By analysing the idea behind the original, we find a way to remain the original symbol, at the same time, give adaptability to its visual style and language in order to suit Chinese traditional environment. By applying better constructed typography in duel languages, conceptualised photography and redesigning the brand mark, we manage to present the client with an overall product of higher quality.
We remain the diamond shape from The Boodles logo and developed it further with due language typeface, conveys a feel of elite, luxury and sporty.
The Print

 

To reduce the first-contact feeling of visual weight, the stationery items were much less loaded with vivid visuals. We took a more elegant approach and created all pieces by ductile paper.