- Client
- Sport
- Service
- Rebranding - Visual identity - Packaging - Content strategy
- Year
- 2022
- Duration
- 8 months
Context
Guillermo Vilas became an Argentine tennis superstar in the ‘70s, proving his phenomenal skill by pulling off huge wins. Vilas picked us to restyle his identity and build a clear positioning that would set him apart in today’s market.
Brand Challenge
Our big challenge was to build an authentic positioning and an original visual identity, beyond the trends, to win a spot in the market.
What we did:
We designed a visual identity set in an urban context, far from the retro approach and away from the era when Vilas made his name. The brand speaks to the consumer in a simple, direct way, and we carried that over to the visual side too. We developed a color strategy to own lime green, a detail that nods to the ball and the world of tennis. We turned it into the brand color and used it in details, paired with a full black-and-white palette.
Photography, typography and the visual resources work together to bring a strong dose of dynamism and authenticity across the whole system.
Gallery
