The Home of Tennis
A high-stakes pitch for the ATP & WTA. Two governing bodies, one unified product vision, and a competitive RFP process that we won on the strength of the work.
The Problem
The ATP and WTA each operated separate digital presences with distinct brand identities. Fans had no single destination for the sport. The RFP challenged teams to envision a unified experience that served both audiences without flattening either brand.
How do you merge two iconic, fiercely independent brands into one product and make fans of both feel like it was built for them?
What We Did
Brand-Agnostic UI System
Rather than favoring one brand over the other, we designed a UI system intentionally neutral — flexible enough to house both ATP and WTA identities and accommodate multiple partner logos without conflict.
Video as a Design Pillar
We made video a focal piece of the entire pitch. Not a feature — a foundation. Layout decisions, content hierarchy, and interaction patterns across every screen were shaped around it.
Thoughtful Information Architecture
On the Match Center screen — a core RFP deliverable — we included a back arrow showing exactly where that page lived in the broader IA. A small detail that signaled systems thinking.
Rapid Iteration
We treated the RFP as a design contest. Multiple concept rounds, rigorous critique at every stage. Each iteration raised the bar on craft and pushed the storytelling further.
Pitch Deck & Narrative
We designed an immersive presentation alongside the product vision — a full story arc moving from problem to solution to future opportunity, built to land in a room.
Outcomes
Selected from a competitive field of agencies
Brief to final presentation, start to finish
High-fidelity screens designed and delivered
Unified under a single cohesive product vision
After a lengthy evaluation process, the ATP and WTA selected our pitch. The deciding factors were design excellence, attention to detail, and a product story they hadn't seen before. We pitched a vision for the future of tennis. They believed it.
What I Learned
Pitching is its own discipline. No matter how strong the work, winning a competitive RFP requires more than good design — it requires building a compelling narrative, reading the room, and making a client feel confident in a team they've never worked with. Sales is a hard position to be in. This project gave me a real appreciation for the people who do it well.