2024 US Open Equity Experience
Celebrating the Power of Tennis Through Mind, Body & Spirit
As an extension of the USTA’s purpose-driven mission and values, the 2024 US Open Equity Experience invited attendees to explore the transformative power of tennis—physically, mentally, and emotionally. Positioned within the heart of the tournament, this interactive three-part booth offered storytelling, play, and personal expression to demonstrate how tennis can uplift lives and build stronger, more inclusive communities.
Project Scope
I collaborated with the USTA to support the experience design, creative direction, and content development for the 2024 booth.
Deliverables
- Environmental branding and experience journey design
- Messaging strategy and copywriting across the three wellness pillars
- Interactive digital displays and installations
- Social media prompts, visual content, and lead capture
- UX strategy for digital experiences including AR and mosaic wall
The Experience
Bay 1: MIND (Learn / Mental Wellness)
Guests were welcomed into a space designed to provoke thought and share the far-reaching impact of tennis:
- Educational panels shared proof points on tennis as a force for mental health and personal growth
- Visual storytelling challenged guests to think differently about who plays tennis and how it heals
- Bench seating and charging stations offered a chance for quiet reflection amid the event’s energy
Bay 2: BODY (Play / Physical Wellness)
This central bay invited attendees to play and engage through an interactive Blind & Visually Impaired (BVI) tennis simulation:
- An augmented reality tennis simulator dimmed players’ vision and challenged them to listen, swing, and react
- A large screen leaderboard encouraged friendly competition and return engagement
- The experience sparked conversation about inclusion in sport—and gave everyone the chance to pick up a racquet
Bay 3: SPIRIT (Feel / Emotional Wellness)
The final bay focused on emotional connection and community expression:
- Guests answered the prompt “What does tennis mean to you?” using a selection of expressive words and graphics
- Responses became selfies displayed in a real-time digital photo mosaic, creating a vibrant visual representation of tennis’s impact
- Participants received their photos framed with custom graphics celebrating inclusivity and belonging
Entryway & Atmosphere
- Visitors entered through a curved gateway flanked by empowering messages and images of diverse tennis players
- The full experience was seamlessly wrapped in US Open branding and inclusive design elements, creating a cohesive, welcoming space
Results & Impact
Record-Breaking Reach
- 1M+ US Open attendees in 2024 — another record-breaking year
- 135,000+ booth impressions throughout the event
High Engagement with Physical Activation
- 700+ daily participants engaged with the BVI experience
- The simulator created continuous lines and return visits due to gamification and challenge format
Consistent Foot Traffic & Interaction
- 1,200–1,500 average daily visitors to the full Equity Experience
- Steady engagement across all three bays, with high dwell times and emotional responses noted in on-site feedback