2024 US Open Theme Art
The 7th Annual Awards
- Best Graphic Design
ABOUT THIS ENTRY
The 2024 US Open theme art showcased the power of a single design to create a fully immersive, multi-platform experience. Theme art is an iconic part of the US Open’s identity, but this year was extra special—it was more interactive, expansive, and engaging than ever before. Dynamic and adaptable, it appeared in large-scale installations, interactive stadium graphics, social media activations, and merchandise, ensuring fans engaged with it in multiple ways.
Its impact was massive—over 1 million attendees interacted with it on-site, from snapping photos at themed activations to experiencing it through in-stadium displays. By seamlessly blending physical and digital engagement, the 2024 theme art set a new benchmark, proving how one design can transform a global event and strengthen fan connections in meaningful, unforgettable ways.
How does this represent "Excellence in Engagement"?
The 2024 US Open theme art set a new benchmark in fan engagement by transforming a single visual identity into an interactive, multi-platform storytelling experience. From massive on-site installations to dynamic in-stadium displays, video games, and social media, the artwork engaged fans at every touchpoint. Over 1 million attendees interacted with it in person, while millions more experienced it through Fortnite, Tennis Clash, and digital extensions. By seamlessly integrating the artwork into physical, digital, and virtual spaces, the US Open redefined how theme art can enhance engagement.
This approach will inspire the industry to think beyond traditional branding and embrace multi-platform storytelling that connects with fans across multiple channels. The success of this artwork proves that fans crave experiences, not just visuals—driving the future of sports marketing toward greater integration of gaming, social media, and real-world activations. The 2024 theme art didn’t just represent the event; it became part of how fans experienced and shared it.
Objective
The goal of the 2024 US Open theme art was to create an iconic visual that captured the tournament’s energy and impact. We wanted artwork that represented the power of tennis—not just as a sport, but as a force that brings people together, inspires passion, and promotes a healthy lifestyle. Beyond celebrating the US Open, the design also supported the USTA’s mission to grow the game by encouraging more people across the country to pick up a racquet. By illustrating different elements of the US Open through dynamic tennis ball designs, the artwork became more than just imagery—it became a visual language that extended beyond the page, reinforcing how tennis is a sport for everyone, whether they’re playing on the court or experiencing its excitement as a fan.
Strategy & Execution
The 2024 US Open theme art was designed with the modern sports fan in mind, blending visual impact with immersive, multi-platform engagement. In collaboration with Chelsey Farris—the US Open’s first American female theme artist in over 15 years—the artwork was created to be flexible, adapting seamlessly across various touchpoints.
Today’s fans crave interaction, shareable moments, and digital integration, so the theme art was designed to be both visually striking and interactive. Fans engaged with it through a 12-foot light-up photo opportunity, merchandise stickers, and augmented reality features on social media. In-stadium, the artwork came to life with LED displays and a fan cam, creating excitement with tennis balls seemingly popping out around the audience. VIP gifts, such as scarves and handkerchiefs, also featured the design.
For even more widespread exposure, the artwork was included on tickets and credentials. Additionally, it expanded into video games like Fortnite and Tennis Clash, connecting with a global digital audience. By blending physical installations, digital experiences, and high-visibility placements, the 2024 theme art connected with the modern fan’s need for interaction and engagement, while defining the US Open as a forward-thinking, innovative event.
Credits
Chelsey Farris
Illustrator
Chelsey Farris
Carrie Ehorn
Director of Marketing, US Open
USTA
Andrew Hickcox
Director, Creative Services
USTA
Nicole Kankam
Managing Director, Pro Tennis Marketing and Entertainment
USTA
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
