Wimbledon
Pursuing Greatness for Wimbledon
Wimbledon
Pursuing Greatness for Wimbledon
Like all things at Wimbledon, there’s a rigorous process involved when selecting a partner. But when they do, it’s meant to last. It’s an invitation to become part of the pursuit of greatness.
Over the past 2 years, we’ve worked as an extension of the AELTC team, to solve underlying brand challenges, evolve the brand’s visual and verbal identity, and create new executions to bring the brand to life with impact.
It started with teasing out a clear, simple architecture for the Club, the Foundation and The Championships, and setting creative principles for the design and tone of voice to make sure the Wimbledon brand has an international impact throughout the year – not just during The Championships – and created flex for the AELTC to show more character. For each of The Championships 2019 and 2021, we developed and designed the first bespoke sets of tickets, creating unique keepsakes for fans.
Bespoke tickets weren’t the only first at The Championships 2019. The AELTC team asked us to create a space to engage and educate fans about the importance of sustainability and showcase the range of current brand and partner initiatives as well as their sustainability vision. Fans go to The Championships to have fun and we wanted to harness that, so we designed and gave them an unforgettable day out… to the future.
We created Wimbledon 2030, a space for fans to experience AELTC’s sustainability vision. Through gamification, interactive booths and opinion polls, we created a dialogue between fans and the AELTC and gave them the opportunity to shape a more sustainable future for Wimbledon.
“Elite rights holders are the few who continue to prosper in the partnership and licensing space. It’s therefore imperative we preserve and strengthen our standing as an iconic global brand and premium sports property. Over the past 18 months, The Clearing has helped us optimise our brand architecture while evolving and extending the brand expression. Creating a refreshed brand for Wimbledon that seamlessly flexes across digital, broadcast and physical channels – while still delivering a consistent global brand.”
Mick Desmond
Commercial & Media Director, AELTC December 2018
