The Championships,
Wimbledon.

Honouring tradition,
inspiring tomorrow

The Championships, Wimbledon
AELTC

Strategy
Audience Studies
Commercial Optimisation
Creative Workshops
Market Analysis
Venue Masterplan

Brand
Art Direction
Collateral Design
Copywriting
Digital Design
Editorial Design
Environment Artwork
Naming
Positioning
Uniform Design
Visual Identity

Environment
Concept Design
F&B Experience
Technology Integration
Sponsor Activation

The Championships, Wimbledon, held annually at the AELTC in London, is celebrated as the world’s oldest and most prestigious tennis tournament. Renowned for its impeccable traditions, manicured grass courts, and breathtaking grounds, more than a sporting event — it’s a global icon of excellence.

Collaborating with the AELTC, architects, and the hospitality team — I created an integrated strategy and masterplan designed to invite new audiences into the Wimbledon story. By expanding hospitality offerings and enriching guest experiences, the vision reimagined the brand ecosystem to deliver immersive, authentic moments that honour tradition while meeting the ambitions of the AELTC and their valued partner brands.

Venue masterplan completion 2030.