US Open with Sagi Haviv

Everyone loves a comeback story, especially in sports. The US
Open is the “big show” for tennis players and spectators alike,
its brand is seemingly untouchable. In fact, its identity
remained essentially unchanged since 1997. That is until the
renowned Chermayeff & Geismar & Haviv served up a new
look in 2018. We sat down with partner and designer Sagi Haviv to
get the play-by-play on a challenging but triumphant change of
brand.

To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.

Produced by Matchstic (matchstic.com / @matchstic), hosted by
Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by
Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela
Henman, and artwork by Rachel Jackson.