Experiential Design
Visual Identity, Video Game Art, Environmental Design, Creative Strategy, Illustration
NET GENERATION
USTA
Visual Identity, Video Game Art, Environmental Design, Creative Strategy, Illustration
Challenge: USTA set out to launch a new organization to encourage youth tennis adoption and participation called Net Generation. Through the program parents and children can join a network of tennis enthusiasts and find local places to train play and coach. The US Open was the perfect place for a grand introduction with over 40,000 guests in attendance.
The USTA wanted to create a space that would draw both kids and adults alike to stay, play and register for Net Generation. Exposure was the main objective with sign-ups a priority also. It was important to be seen and create a buzz.
The USTA wanted to create a space that would draw both kids and adults alike to stay, play and register for Net Generation. Exposure was the main objective with sign-ups a priority also. It was important to be seen and create a buzz.
Solution: Our team created the concept of video game nostalgia and executed a Tennis Arcade to appeal to the youth's appetite for mobile gaming while sticking to an 8-bit aesthetic that any parent would love.
![](https://freight.cargo.site/t/original/i/8da8658d29bc11ac77b383fa764cca31e9809543dd02ef380e73b3824c90e1d4/Arcade-Booths.jpg)
![](https://freight.cargo.site/t/original/i/f1566a3f168c165270d5c284cbbb683475efce0dc9f0c8499770d875414964e4/Net-Generation-2.jpg)
![](https://freight.cargo.site/t/original/i/94404bbbc42e0f5a0e4359818718726692c986784e61bac548344be13d1e04cc/Net-Defenders.jpg)
The main draw was Net Defenders, a tennis take on Space Invaders, developed in-house and housed in a classic arcade cabinet. Other games included Rally, an update to the classic game Pong, and a claw machine. Environmental graphics kept with the theme and provided CTA to join Net Generation.
![](https://freight.cargo.site/t/original/i/7d93ca991961702aba71c9dce3322350768d04b3a5d9fd252369eb3d2e807923/Rally.jpg)
![](https://freight.cargo.site/t/original/i/921cf390ebd772b920d30c72ea49787fd81cd45a13be6f6add6e5b3e5106aae7/Get-a-Grip.jpg)
![](https://freight.cargo.site/t/original/i/b4761d893e2a6d1052e7150b36c874913ed74220af088e4fddbbdbed5bf44541/Prize-Wall.jpg)
![](https://freight.cargo.site/t/original/i/d0e58b7ddd721d384e43a21a39e540acddb11ecca7f562253649f64a8920f2b4/Top-Tennis.jpg)
To extend Net Generation’s footprint in a second location, we took it to the court with ‘Top Tennis’, a target based high score single player engagement.
![](https://freight.cargo.site/t/original/i/9a381e7e17194df049488db41674d0005ee694e260110d2e7004493e0c95ce37/Net-Generation-7.jpg)