The Edit: five projects including Wieden+Kennedy’s grand slam campaign for ATP’s 2025 Tour — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.

With the conclusion of the Australian Open, 2025’s ATP Tour (the worldwide men’s professional tennis tour) has kicked off with a blast. The launch of the tour coincided with a new global brand platform and advertising campaign developed by Wieden+Kennedy London, which expressed the dualistic nature of the sport – the grit, determination and beyond-human athleticism contrasted with the “glamour” and spectacle of the global sport – under the tagline “It All Adds Up.” Sleek, striking serifs are paired with sporty, bold sans serifs, expressing the nature and goal of the platform and campaign – to bring ATP’s elite athletes and spectacular tournaments to new audiences while deepening engagement with existing fans. Through the design’s duality, the campaign speaks to multiple generations of tennis enthusiasts while maintaining the sport’s prestigious heritage.

A cluster of mesmerising molecules – swirling and flowing into various forms – encapsulates the scale and innovation of the work happening at Basecamp Research. It’s wonderous stuff – equipped with the world’s largest biological database and its AI expertise, this pioneering biotech company has created a digital replica of Earth while developing technology with far-reaching applications. Teaming up with their crew of motion artists, global creative agency Our Friends brought Basecamp Research’s identity to life, crafting an immersive universe where organic and technical worlds converge. The identity system also includes technical visual cues and a bespoke cut of the typeface Parabole. Through a visual language that balances scientific precision with natural beauty, the new look defines BCR’s pioneering work.

Featuring a bottle design like no other, Resibo’s new line of three daily-use products is a statement and staple on bathroom shelves. The unique look, devised by HUGMUN, draws upon contour lines on topographic maps – chosen to evoke “harmonious curves” and give users a tactile experience. A gentle cream colour is the base, upon which the name of the scents (and associated colours) are set in a fitting serif font. “The aim was to captivate attention, feel high-end yet approachable and retain the existing style and character of the Resibo brand,” the studio reveals.

Dinamo’s ABC Otto is a text typeface designed to delight not only readers but editors too, with its sturdy, wide rhythm and “beautifully lilting italics.” When the team was working on the typeface, they thought, what better way to showcase Amsterdam-based graphic designer Sam de Groot and type-designer-meets-actor Laura Opsomer Mironov’s work than on the printed page? Dinamo teamed up with de Groot and illustrator Hannah Robinson and published ‘Otto,’ a tale of “a perfectly lovely child with a bad temper” and his relationship with a fox. Robinson’s charming illustrations bring this fable of modern parenting to life, bolstered by the four considered weights of ABC Otto, which bring their own playful typographic touch.

Creativity takes many forms, and as much as we love all things design, we don’t half love some good food content! Bringing the two worlds together, brand and design agency Wedge crafted STAFF MEAL – a compendium of 12 recipes from across the team – as a personalised holiday gift. These dishes and drinks, from the classic Aglio e Olio to the delectable Daiquiri, are printed on colourful lithograph-printed cards with oversized text and endearingly loose and scribbly illustrations inspired by the surrealist visual world of American designer and illustrator Seymour Chwast.

For those keen to try something new in the kitchen, STAFF MEAL is available to buy on the Wedge Shop.