How Nomad’s engaging rebrand for the WTA keeps eyes glued to the court

The competition for attention in today’s media landscape is immense, with audiences being drawn not only to rival sports leagues but also to a wide range of entertainment options. To stand out, the Women’s Tennis Association (WTA) was eager to redefine its traditional image and appeal to a broader, more diverse audience by amplifying its energy, drama, and elite athleticism.

“Since 1973, the WTA has been breaking boundaries,” says Isabel Maguire, Senior Strategist at Nomad. The pivotal project needed to do the same and “position the WTA as more than just a sports organisation, but a dynamic force in global entertainment with the power to rally the world.”

The new approach shifts away from presenting women’s tennis as a casual interest, focusing instead on cultivating pure, passionate WTA fandom, making it more engaging and accessible to both loyal fans and new viewers. After all, from established stars like Aryna Sabalenka and Iga Świątek to the captivating career catapult of Mirra Andreeva, there’s no shortage of thrilling journeys and stories to follow.

Nomad led the development of brand strategy, visual identity, tone of voice, and broadcast, while ChapterX played a vital role as client partner, fostering collaboration throughout the project. Their efforts were informed by extensive research, including interviews with players, partners, and WTA colleagues, as well as firsthand experiences at WTA Tour competitions.

To ensure the new visual language hooked viewers, Nomad looked to the entertainment industry, drawing inspiration from seismic cultural events – spectacles such as Taylor Swift’s Eras Tour, the Super Bowl, and gaming entertainment “where rich, narrative-led experiences transform the familiar into something extraordinary.” Here, Design Director Natalie Doto notes, “wordmarks are designed with simplicity and confidence, allowing them to command attention and remain highly visible across various modern applications – from street to screen.”

The resulting logo breaks away from traditional and overdone tennis visuals, like player silhouettes and tennis balls, opting for a sleek wordmark that unifies the tour’s 125, 250, 500, and 1000 events. Designed to own the court, it captures the spirit and energy of women’s tennis through fluid yet precise, repetitive forms. “Maximising brand visibility was also a key objective,” Doto adds, “which is why we boxed off the sides of the logo, creating a perfect rectangular ratio that uses every inch of available space.” The use of Marsden Slim as the primary typeface further underscores the brand’s cinematic and modern appeal. Its structured forms evoke the precision and dynamism of tennis, reinforcing authenticity and amplifying the drama of every moment.

Beyond the typography, the rebrand introduced a dynamic graphic system and an energised colour palette. Initially inspired by gaming aesthetics, high-impact 3D elements reimagine tennis objects in premium materials like platinum and silver, symbolising excellence and sophistication. These elements evolved into integral components of the WTA broadcast toolkit, guiding audiences through transitions, dramatising key moments, and simplifying the viewing experience for new fans.

“Early in the creative process, we conducted a colour audit of women’s sports brands and found that nearly 90% relied on purple as their primary colour,” Doto reveals. The team introduced a bold ‘Powered-Up Green’ gradient, inspired by gaming aesthetics, paired with a rich ‘Heritage Purple’ to stand out – a combination that honours the WTA’s legacy while signalling evolution and progress.

The project represents an exciting chapter for women’s tennis, championing the WTA’s founding values of equality and diversity while embracing contemporary aesthetics and storytelling. As Marina Storti, CEO of WTA Ventures, notes, “This brand identity will project the WTA as a leader in sport and entertainment, continuing to inspire, empower and thrill audiences around the world.”