The Challenge:
The brief was twofold: refresh the long-running For the Love of Tennis (FTLOT) platform as ASB marked thirty years of partnership with the event, and create an engaging on-site activation that would entertain guests while expressing ASB’s distinctive warmth and personality.

The Project:
Bastion partnered with ASB to deliver two interconnected projects spanning brand identity and live experience, ensuring the refreshed platform could flex seamlessly from visual system to physical experience.

First, we evolved the FTLOT identity, introducing a playful illustrative system and vibrant yellow palette celebrating iconic tennis moments. Designed to capture the energy, movement and emotion of the game, the system created a bold and cohesive visual language. This was rolled out across the entire tournament footprint,  from OOH and stadium hoardings to hosting spaces, digital screens and wayfinding, delivering a unified and highly visible brand presence.

Building directly from this refreshed FTLOT design direction, we conceived and designed the ASB 

Swingball Classic – an on-site activation that extended the platform into a participatory brand experience that was brought to life by the talented ASB Events Team.  The activation carried through the core FTLOT colour palette, graphic energy, and expressive form, while introducing bespoke illustrations inspired by nostalgic Kiwi backyard swingball. This allowed the space to feel clearly connected to the master brand system, yet distinctive and ownable in execution.

Blending centre-court intensity with nostalgic classic summer cues like washing drying on the line, the frisbee stuck in the hedge, and the omnipresent garden shed and picket fence, the space invited guests to step up, get competitive and relive the joy of backyard rallies. Inspired by the power of centre-court heavy hitters, guests unleashed their inner pros, and the swingball strings paid the price.

The Results:
The refreshed FTLOT identity elevated ASB’s presence across the tournament, while the Swingball Classic became a standout attraction. Designed to be a fun, high-energy activity that drew a crowd, it served, with guests lining up to take part and leaving with a memorable ASB experience.