ENG / ESP

Abierto Monterrey
a well-seeded brand serves up WTA tennis in Latin America

our brand vision —

Match point. Serena Williams is about to serve.
A fluorescent yellow missile cuts the silence at 128 mph. Is it any wonder 5 million people around the world attend women's tennis events every year? Monterrey is one of four Latin American cities that host the WTA world tour every year, along with Rio de Janeiro, Bogota and Acapulco. Every spring the competition draws top seeded international players, sports tourism and media coverage. To celebrate the tour’s fifth edition in 2013, we reimagined a comprehensive brand program including a new identity, ad campaign, broadcast guidelines and media strategy.

Brands&People x Abierto Monterrey WTA

We focused on designing a strong new identity forAbierto Monterrey (the Monterrey Open), creating an independent brand able to partner with a major sponsor each year. The new logo is a bold monogram that laces up tournament initials A and M in a graphic evoking the city's mountain scenery. In order to build an iconic signature, we combined the new monogram with the classic tennis ball element from past editions. To complement the visuals, we teamed up with Argentinean typographer Ariel Dilisio to design a tailored brand typeface and wordmark. Then, with a consistent use of color and a tactical media plan, for one week every year Monterrey becomes the women’s tennis capital of the world.

ENG / ESP

Abierto Monterrey
una marca anfitriona de tenis de la WTA

nuestra visión de marca —

Punto para partido. Serena Williams se prepara para servir. Un misil amarillo-fluorescente corta el silencio a 206km/h. No queda duda por qué 5 millones de personas en el mundo asisten a torneos de tenis femenino cada año. Monterrey es una de las cuatro ciudades latinoamericanas que alojan la gira mundial de la WTA junto a Río de Janeiro, Bogotá y Acapulco. Cada primavera la competencia atrae turismo, prensa deportiva y jugadoras internacionales sembradas en el top 50. Para celebrar su quinta edición en 2013, rediseñamos un programa de marca que incluye una nueva identidad, una campaña de visibilidad, lineamientos de transmisión y una estrategia de medios.

Brands&People x Abierto Monterrey WTA

Nos enfocamos en diseñar una nueva identidad para el Abierto Monterrey, gestando una marca fuerte e independiente, preparada para recibir a un socio patrocinador cada año. El nuevo logo es un monograma que entrelaza las iniciales del torneo A y M en un gesto gráfico que evoca el paisaje montañoso de la ciudad. Para contruir una firma icónica, combinamos el nuevo monograma con el elemento clásico de la pelota de tenis utilizada en las ediciones anteriores. Para complementar los visuales, colaboramos con el tipógrafo argentino Ariel Dilisio, para diseñar una fuente a la medida. Así, con un consistente uso de color y un plan táctico de medios, cada año Monterrey se convierte por una semana en la capital mundial del tenis femenil.

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People

Brands&People x Abierto Monterrey

Daniela Garza is Marketing Director at AM
Ariel Dilisio is Guest Typographer at Twentyfive 

Denisse Guajardo is Media Strategist at B&P
María Garza is CAO at AM
Jorge Gonzalez is Art Director at B&P
Abraham Carreño is Junior Designer at B&P
Olga de la Fuente is Operations at AM
Ilse Madrigal is Junior Designer at B&P
Erick Muñiz is Brand Executive at B&P
Melisa Garza is Public Relations at AM
Salvador Cueva is Photographer at Underdog
Andrés Mata is Environmental Graphics at DisplayWD

A brand vision
by Gerardo Ortiz and Emmanuel Moreau
Co-founders at B&P

Co-create
Collaborate
Connect
B&P

ENG / ESP

People

Brands&People x Abierto Monterrey

Daniela Garza is Marketing Director at AM
Ariel Dilisio is Guest Typographer at Twentyfive 

Denisse Guajardo is Media Strategist at B&P
María Garza is CAO at AM
Jorge Gonzalez is Art Director at B&P
Abraham Carreño is Junior Designer at B&P
Olga de la Fuente is Operations at AM
Ilse Madrigal is Junior Designer at B&P
Erick Muñiz is Brand Executive at B&P
Melisa Garza is Public Relations at AM
Salvador Cueva is Photographer at Underdog
Andrés Mata is Environmental Graphics at DisplayWD

A brand vision
by Gerardo Ortiz and Emmanuel Moreau
Co-founders at B&P

Co-create
Collaborate
Connect
B&P

 

 

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