After 30 years of sponsorship, one of the longest in tennis history, Stella Artois ended their relationship with the Queen’s Club based event in 2008. For the previous 10 years mark-making* had been responsible for the design of the event print collateral and the 2008 event would be our last.
The same challenge presented itself every year, and in doing so became greater each time. From hospitality brochures and press advertising, to programmes and menus, all collateral design needed to reflect the energy and excitement of the championship, whilst being distinct from the previous year.
For the 2008 event we focused on the 30th anniversary theme, adopting an approach of featuring the dominant players from different eras of the Championship’s history. The use of recognisable players as part of the design concept had not been used before, which meant the 2008 design immediately stood out from the creative of previous years. A single montage image of six iconic players was used consistently across all material.
The last ever Stella Artois sponsored event proved a success all round – a fantastic finish to the 30 year relationship – leaving a hard act to follow for the subsequent sponsor, AEGON.