The Women’s Tennis Association came to us at a pivotal moment. One of the world’s most high-profile sports organisations saw an opportunity to shine even brighter. But the competition for attention is fierce—not just from other leagues—but from anything that grabs eyeballs.

Our challenge was clear: transcend tradition and transform casual interest into pure, passionate WTA fandom. Repositioning the WTA as a sport and entertainment brand with the power to rally the world.

Founded in 1973 by the visionary Billie Jean King, the Women’s Tennis Association was launched to build equal opportunities for women in tennis. Today, the WTA unites over 1,650 elite athletes from 85 nations to compete at the highest level. Truly diverse representation on a stage that spans continents.

High stakes. Fierce rivalries. Pure adrenaline. To amplify the WTA’s impact, we teamed up with ChapterX to craft a bold new brand—one that drives a new era of tennis on the court and captivates the world beyond it.

The WTA Tour is a global powerhouse—50+ events, four Grand Slams, and 700 million fans watching worldwide. The logo needs to own the stage.

Stripped back to a sleek wordmark, it radiates confidence. This new logo commands attention from the court to streets to screens. The 125, 250, 500, and 1000 events stand together, with dynamic colour cues guiding the way. Pure presence—no distractions, just impact.

The new WTA brand isn’t just about watching tennis, it’s about feeling it. Every moment should hit as hard as possible. A colour palette that can smack the felt off the ball. A typeface that’s an all-court all-star. A graphic system that exudes electrifying energy. Inspired by elite athleticism, our ‘Power Up’ treatment cranks up the intensity—capturing speed, strength, and precision in every move.

Fans might stay silent during points (sometimes), but tennis is far from quiet. It’s explosive and electrifying. The new brand voice allows WTA to blend authenticity, uncompromising competitiveness and expert knowledge with a pinch of humour and drama to make every moment even more addictive. This is the sound of the game at full volume.

Tennis is one of the most watched sports in the world, but for newcomers, it can be complex to navigate. We created a broadcast experience that’s smooth, simple and seriously slick. ‘The Glimmer’ adds a spark of joy and magic that ties it all together.

We’re keeping the world on the edge of its seat and making every serve, every showdown, and every story impossible to ignore.

Short, sharp, and snackable. How we carve up content helps us rewrite what it means to be a WTA fan. Whether on screens big or small, the new brand works hard across every platform to grow the global stage where women’s tennis shines the brightest.

Our new brand doesn’t just move us forward - it charges full speed into the future. Shifting culture, filling stadiums and thrilling billions. From Billie Jean King’s rebel soul that beats at the heart of the brand, to Serena and Venus Williams sharing their talents, influence and impact on the world’s stage. Break us? We’ll break back while owning every battle that got us here.

The WTA is the past, present and future of tennis.

“The team are strategic and insightful collaborators, unafraid to challenge our thinking and push boundaries. The new brand identity will project the WTA as a leader in sport and entertainment, continuing to inspire, empower and thrill audiences around the world.”

— Marina Storti, CEO, WTA Ventures

“The new identity embodies the WTA’s unbreakable spirit, with the power to rally the world. The new brand is about shattering boundaries, pushing limits, and embracing fearless ambition - just like Nomad Studio and ChapterX.”

— Sarah Swanson, Chief Brand Officer, WTA Ventures