Case study


Hyundai Hopman Cup

Rubis facilitated the brand articulation, repositioning and creation of new logo.


  • Define the Hyundai Hopman Cup brand to support the move to the Perth Arena and reflect a new era of this iconic event on the Perth calendar.
  • Brief and project-manage the creation of the new Hyundai Hopman Cup logo and corporate identity


  • Consultation with Tennis Australia, Tennis West and a range of external stakeholders
  • Facilitation of a Brand Workshop to define brand elements
  • Define Brand through a rigorous modeling process
  • Roll out the new logo and corporate identity in close consultation with Tennis Australia Management


  • Reposition of Hyundai Hopman Cup brand
  • Brand defined for the Hyundai Hopman Cup
  • New logo created
  • Stakeholder engagement and alignment of Brand with key stakeholder needs