US Open Suite
2024
Internship Project at T Brand Studio
(New York Times Advertising)
Event Branding
The New York Times has a suite at the Arthur Ashe Stadium where the US Open is held every year. This suite allows the NYT the opportunity to entertain clients at this iconic event. Our objectives were to bring the New York Times brand to life within the suite in impactful ways. Through collaboration with B2B Marketing, we designed an experience that fostered impactful connections with clients, enhancing brand presence and engagement throughout the event.
THE TEAM
Vida M Cornelious
Senior Vice President, Creative
Adam Okrasinski
Executive Director, Creative Tech & Design
Ellie Clayman
Design Director, T Brand Studio
Charlotte Rymar
Senior Designer, T Brand Studio
Jack Eiselt
Copywriter, T Brand Studio
Sara Mehta
Advertising Design Intern, T Brand Studio
Bari Komitee
Vice President, B2B Ad Marketing
Suzanne Hogan
Events Director, B2B Marketing
Jon Thornton
Senior Program Manager
Roxy Rosales
Senior B2B Events Manager
Arden Luthy
B2B Marketing and Events Intern
Rob Wilson
Freelance Illustrator
US Open Gallery Wall
US Open Bathroom
US Open Swag
US Open Honey Deuce/Thank you Card
US Open Wifi Sign
THE PROCESS
INITIAL DESIGN DIRECTION 1
The first visual direction we came up with was “The Times Tennis Club”. We wanted to take the concept of a tennis club and transform the NYT Suite. Some of the references we were pulling from included old NYT assets as well as vintage tennis court logos.
INITIAL DESIGN DIRECTION 1: VISUAL THEMES
Small Sketchy Illustrations
Using the Tennis Court
lines as a Grid
Vintage Illustrations as a Big Moment
INITIAL DESIGN DIRECTION 2
The second concept we were playing around with was the “Bundle” and making it the focal point.
The “Bundle” refers to the portfolio of the New York Time’s sub-brands which includes Games, Audio, Cooking, etc.
INITIAL DESIGN DIRECTION 2: VISUAL THEMES
Bright Color Palette
Bold Messaging Moment
Circles as our Main Theme
After conversations with B2B we decided to combine visual themes from both directions in order to create something fresh.
US OPEN: COLORS
We started by pulling colors from the Tennis court at Arthur Ashe.
US OPEN: TYPOGRAPHY
The second building block was the typography for which we used the beautiful NYT Chelt Cond. to give it a classic but modern feel.
SUITE VISIT AT ARTHUR ASHE
US OPEN: GALLERY WALL REVISIONS
The most challenging part about this project for me was the Gallery Wall with all the images showing the NYT Bundle. This gif shows all the revisions I made while making the wall mock.
US OPEN: SCARF R1
This is one of the Swag items. We wanted to try and design a beautiful silk scarf for guests to wear during the event. This is the first draft which I designed, sort of as a guideline for all the branding assets so we could see how everything printed.
US OPEN: HAT
This is some of the hat design process.