Australian Open

Tennis Australia approached Resonance to develop a sonic brand identity for the Australian Open, which was to be launched for the 2022 event. With a global audience of 900 million people, they challenged Resonance to create a consistent end-to-end experience for all patrons and to capture the essence of the ‘Happy Slam’ in sound.

The first challenge was to define what makes AO stand out from the three other grand slams and other sporting events globally and locally – and to express that uniqueness sonically. Aussie Spirit and the playful, yet premium nature of the tournament were important considerations that have been brought out musically by a new signature crowd chant and the use of epic orchestral forces coupled with tennis sound effects from AO tournaments.
Throughout the process Resonance collaborated with a cross section of the Tennis
Australia team to ensure we were designing for all use cases and touchpoints –
Marketing and Brand, Broadcast, Partnerships, Player liaison, Event experience and Arena communications.

The brand anthem and audio logo can be heard as patrons enter the park, in arenas before and during the play, during an interactive light show, as well as in marketing and online content such as social media clips and highlight packages.
​​“We love our new sonic brand. It perfectly reflects our personality and we’re excited for the world to hear it!” – Britt Wickes, Head of Event Brand Marketing – Tennis Australia