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WTA - Rally the world

Strategy

Design

Voice

Broadcast

Despite success on and off the court, one of the world’s most high-profile sports organisations saw the opportunity to shine even brighter. The Women’s Tennis Association came to us at a pivotal moment. The competition is fierce - not just from other leagues - but from anything that grabs eyeballs.

Our challenge was clear: transcend tradition and transform casual interest into pure, passionate WTA fandom. Repositioning the WTA as a sport and entertainment brand with the power to rally the world.

Founded in 1973 by the visionary Billie Jean King, the Women’s Tennis Association was launched to build equal opportunities for women in tennis. Today, the WTA unites over 1650 elite athletes from 85 nations to compete at the highest level. Truly diverse representation on a stage that spans continents.

High stakes. Fierce rivalries. Pure adrenaline. To amplify the WTA’s impact, we teamed up with Nomad to craft a bold new brand - one that drives a new era of tennis on the court and captivates the world beyond it. ​​

Blowing minds

The WTA Tour is a global powerhouse - 50+ events, four Grand Slams,
and 700 million fans watching worldwide. The logo needs to own the stage.

Stripped back to a sleek wordmark, it radiates confidence and commands attention –
from the court to streets to screens. The 250, 500, and 1000 events stand together,
with dynamic colour cues guiding the way.

Pure presence - no distractions, just impact.

The WTA Tour is a global powerhouse - 50+ events, four Grand Slams, and 700 million fans watching worldwide. The logo needs to own the stage.

Stripped back to a sleek wordmark, it radiates confidence and commands attention – from the court to streets to screens. The 250, 500, and 1000 events stand together, with dynamic colour cues guiding the way.
Pure presence - no distractions, just impact.

Powering up

The WTA brand isn’t just about watching tennis - it’s about feeling it. Every moment
should hit as hard as possible. A colour palette that can smack the felt off the ball.
A typeface that’s an all-court all-star. A graphic system that exudes electrifying energy.
Inspired by elite athleticism, our ‘Power Up’ treatment cranks up the intensity - capturing
speed, strength, and precision in every move.

The WTA brand isn’t just about watching tennis - it’s about feeling it. Every moment should hit as hard as possible. A colour palette that can smack the felt off the ball. A typeface that’s an all-court all-star. A graphic system that exudes electrifying energy. Inspired by elite athleticism, our ‘Power Up’ treatment cranks up the intensity - capturingspeed, strength, and precision in every move.

Making a racquet

Fans might stay silent during points (sometimes), but tennis is far from quiet.
It’s explosive and electrifying. The new brand voice allows WTA to blend authenticity,
uncompromising competitiveness and expert knowledge with a pinch of humour and drama
to make every moment even more addictive. This is the sound of the game at full volume

Fans might stay silent during points (sometimes), but tennis is far from quiet. It’s explosive and electrifying. The new brand voice allows WTA to blend authenticity, uncompromising competitiveness and expert knowledge with a pinch of humour and drama to make every moment even more addictive. This is the sound of the game at full volume

Blazing trails

Tennis is one of the most watched sports in the world, but for newcomers, it can be complex
to navigate. So, we created a broadcast experience that’s smooth, simple and seriously slick.‘
The Glimmer’ adds a spark of joy and magic that ties it all together. We’re keeping the world
on the edge of its seat and making every serve, every showdown, and every story
impossible to ignore.

Tennis is one of the most watched sports in the world, but for newcomers, it can be complex to navigate. So, we created a broadcast experience that’s smooth, simple and seriously slick.‘ The Glimmer’ adds a spark of joy and magic that ties it all together. We’re keeping the world on the edge of its seat and making every serve, every showdown, and every story impossible to ignore.

Sparking obsession

Short, sharp, and snackable. Our content rewrites what it means to be a fan. Whether on
screens big or small, across every platform, we made sure the WTA isn’t just keeping up -
it’s leading the charge, growing the global stage where women’s tennis shines the brightest.

Honouring our legacy

Our new brand doesn’t just move us forward - it charges full speed into the future.
Shifting culture, filling stadiums and thrilling billions. From Billie Jean King’s rebel soul
that beats at the heart of the brand, to Serena and Venus Williams sharing their talents,
influence and impact on the world’s stage. Break us? We’ll break back while owning
every battle that got us here.

The WTA is the past, present and future of tennis.

Our new brand doesn’t just move us forward - it charges full speed into the future. Shifting culture, filling stadiums and thrilling billions. From Billie Jean King’s rebel soul that beats at the heart of the brand, to Serena and Venus Williams sharing their talents, influence and impact on the world’s stage. Break us? We’ll break back while owning
every battle that got us here.

The WTA is the past, present and future of tennis.

“The team are strategic and insightful collaborators, unafraid to challenge our thinking and push boundaries. The new brand identity will project the WTA as a leader in sport and entertainment, continuing to inspire, empower and thrill audiences around the world.”

Marina Storti, CEO, WTA Ventures 

“The new brand embodies the WTA’s unbreakable spirit, with the power to rally the world - it’s about shattering boundaries, pushing limits, and embracing fearless ambition - just like ChapterX
and Nomad Studio"
Sarah Swanson, Chief Brand Officer, WTA Ventures 

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next chapter?

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What's your
next chapter?

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What's your
next chapter?

hello@chapterx.io

What's your
next chapter?

hello@chapterx.io