National Bank Open 2025

National Bank Open 2025, Social Media Campaign is a passion project focused on developing a bold and contemporary digital identity for Canada’s premier professional tennis tournament. The project captures the energy and excitement of live match play, spotlighting both rising stars and seasoned champions, while emphasizing a vibrant, culture-driven atmosphere designed to connect with a younger, digitally engaged audience. This work includes the creation of dynamic social media content, visual storytelling assets, and campaign strategy to communicate the National Bank Open’s evolving brand presence and position it as more than a sporting event—an unmissable summer experience.

Objectives

Reimagine the NBO’s digital identity with bold, modern visuals that speak to today’s digital-first audiences.
Develop tailored content for Instagram, TikTok, Meta, and LinkedIn while maintaining a unified brand voice.
Encourage audience participation through polls, hashtags, and UGC to spark real-time engagement.
Create a culturally relevant visual identity that breaks from traditional sports branding and feels fresh, inclusive, and current.

Process

The project began with a visual audit of the National Bank Open’s current social footprint and trend research across platforms. From that foundation, I developed a vibrant design system—using bold typography, dynamic layouts, and summer-inspired color palettes.

Platform strategies were defined accordingly:

Instagram: Carousel visuals of match highlights and player moments
Meta: Community-driven posts to build awareness and family engagement
LinkedIn: Professional spotlights and sponsor narratives

Instagram Feed

Challenges & Solutions

Limited Access to Player Imagery

As a self-initiated case study, I didn’t have rights to official player photos.
Solution
I built a modular visual system that works seamlessly with stock or future licensed photography. The layouts rely on bold typography, color blocking and dynamic shapes to convey energy, so the campaign still feels authentic even with limited imagery.
Updating a Legacy Color Palette

As a self-initiated case study, I didn’t have rights to official player photos.
Solution
I built a modular visual system that works seamlessly with stock or future licensed photography. The layouts rely on bold typography, color blocking and dynamic shapes to convey energy, so the campaign still feels authentic even with limited imagery.
Designing Alone Across Multiple Platforms

Managing strategy, design and rollout as a solo designer required system thinking.
Solution:
I created a template-driven toolkit for stories, carousels, and LinkedIn posts to speed up production. This modular system keeps typography, grids and color treatments consistent while allowing content variety.