The Miami Open stands as tennis's crown jewel outside the four Grand Slams, commanding a prestigious position on both the ATP and WTA tours. Following a landmark partnership with Sony, this iconic tournament sought to reimagine its brand identity to reflect its bold vision for the future.

Miami's electric energy and diverse culture presented a unique opportunity to break from tennis's traditionally conservative image. While other tournaments embrace formality, the Miami Open chose to capture the vibrant spirit of its host city.

This vision crystallized in our positioning concept: "Downtown Tennis." The new identity celebrates the dynamic essence of the game through a logo featuring interlocking tennis rackets. We created a custom typeface that pays homage to Miami's art deco heritage while optimizing for digital displays. The visual language comes alive through a vivid color palette that echoes Miami's legendary nightlife.

The final design embodies both the intensity of professional tennis and Miami's unmistakable character, creating an identity as bold and distinctive as the tournament itself.