With their brand / visual identity being slightly disconnected throughout their print, TV and separate live & on demand streaming site, it was a difficult task to unify the digital products into one. Much of the content being built was maintained by third party providers or handled by different teams in other countries, which made things less likely to change or change in a slow manner.

The goal was to introduce one visual design language. Using guidelines that have come before as a base, and adopting material design ascending / descending colour-palette principles, we slowly started the process of defining a digital brand during our preparation work for the 2018 French Open.

Working with the agency Code & Theory, who designed the French Open event page, we were able to provide design solutions and creative. Their card-based design system and our visual direction resonated with the rest of the business, and so the aim was to expand this style to other areas of the site.

With up and coming events, adding new features and new pages gave us the opportunity to apply (whenever appropriate) the new visual style. E.g. US Open, event pages, live video page and promotion pages.