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Over a 2 year period, we worked as an extension of the AELTC team, to solve underlying brand challenges, evolve and simplify the brands visual identity, and create new executions to bring the brand to life with impact, elegance, and restraint. We began by simplifying the brand toolkit but still allowing it the creative freedom to flex between exciting sports fans and more elegant and refined audiences. The creative expression of Wimbledon was defined, pushed, and driven by three new creative principles – Pride through placement, elegance through restraint, and dedication through detail.
