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Rebranding the LTA’s Major Events

The Lawn Tennis Association (LTA) governs tennis in Great Britain, the Channel Islands, and the Isle of Man.

London-based BEAR were briefed to rebrand the LTA’s Major Events — a series of four international grass court tennis tournaments that take place in the run up to Wimbledon.

“We took the essence of ‘explosive summer tennis’ and brought it to life, with the help of a little liquid nitrogen. British blooms were frozen and shot whilst we captured the footage in super fast exposures. Composed against spectacular shots of star players in action, the campaign brought real energy to our static media spots.”

BEAR LTA identity design

BEAR LTA identity design

A NERF gun and an air rifle were BEAR’s weapons of choice.

BEAR LTA identity design

BEAR LTA identity design

BEAR LTA identity design

BEAR LTA identity design

BEAR LTA identity design

Exploding flowers are certainly nothing new — see Someone’s work for Resonate, or artistic projects by Martin Klimas — but there’s no denying its effectiveness.

BEAR LTA identity design

BEAR LTA identity design

BEAR LTA identity design

Photos were by John Ross, with retouching and animation by The Forge.

BEAR LTA identity design

BEAR also created accompanying logos for each of the four events.

Aegon tennis logos

The logos don’t compare to the strength of the photography, and there’s too much going on to create a lasting impression. Judging by BEAR’s portfolio, I get the feeling the client was driving these.

But the flowers. Lovely.

BEAR LTA identity design

BEAR LTA identity design

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