Harrison Fraser

Creating brands,
creating places

The All England Lawn Tennis Club

The Quintessential Wimbledon experience

  • Strategy
  • Digital

Wimbledon’s position as the premier tennis tournament in the world is undisputed.

In order to maintain that position, The All England Lawn Tennis Club has embarked on an ambitious long-term masterplan to develop the finest setting and facilities for the entertainment and enjoyment of all visitors.

H:F was appointed by the Trustees to develop guidelines for delivering the quintessential Wimbledon brand experience through design. Building on Wimbledon’s brand essence of ‘Tennis in an English Garden’ we developed a visual language for architecture, interior design, public space and landscaping. The aim was to provide guidance on brand look and feel for everybody involved in the masterplan process, ensuring that the spirit of Wimbledon was maintained across a multitude of projects.

Separately H:F carried out a review of Wimbledon Debentures brand experience. We audited the customer journey and made recommendations on changes required to deliver the quintessential Wimbledon experience across all touchpoints.