To cover the 2018 US Open tennis tournament, Head launched a campaign across its social channels that aimed to encapsulate the emotion of the event and its unique character. I was tasked with designing the look and feel for the campaign, establishing the visual styles and rules that would apply throughout. Inspired by the scale, action, and thrill of the event, I developed a modern, graphic, boldly American aesthetic, crafting every element from the grid system and typography to colour and motion styles. The system offered enough flexibility to accommodate a wide range of formats, both static and in motion, with fluid layouts adding a sense of dynamism throughout.