Case study

Hyundai Hopman Cup

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

Objectives:

• 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

Process:

• 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

Outcomes:

• 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