After two years of Covid cancellations, the ASB Classic was back on Auckland’s summer calendar.
We needed to give the event a new identity to capture attention and shake off the shackles of overly corporate-looking sponsorship.
The saturated colour palette of the court and the ball informed our dynamic, motion-first approach to typography. The negative space in the ‘A’ of Let’s Play forms Auckland’s iconic Skytower.
![ASB Classic Lets Play](/imager/images/38213/ASB-Classic-Lets-Play_2a73786203be8056e14db254713fe877.png)
![ASB Classic assets](/imager/images/38268/ASB-Classic-assets_2_2a73786203be8056e14db254713fe877.png)
The weather didn’t play ball, but our punchy new brand campaign and stellar lineup of players ensured we still managed to sell out 15 of 20 matches.
![ASB Classic 12](/imager/images/38412/ASB-Classic-12_2a73786203be8056e14db254713fe877.jpg)
![ASB Classic 9](/imager/images/38353/ASB-Classic-9_2a73786203be8056e14db254713fe877.jpg)
![ASB Classic 6](/imager/images/38337/ASB-Classic-6_2a73786203be8056e14db254713fe877.jpg)
![ASB Classic 1](/imager/images/38310/ASB-Classic-1_2_2a73786203be8056e14db254713fe877.jpg)
![ASB Classic 10](/imager/images/38371/ASB-Classic-10_2a73786203be8056e14db254713fe877.jpg)
![ASB Classic 5](/imager/images/38323/ASB-Classic-5_2a73786203be8056e14db254713fe877.jpg)
![Lets Play Horizontal](/imager/images/38495/Lets-Play-Horizontal2_2a73786203be8056e14db254713fe877.png)