Molly's Angels San Diego Tennis Fest
What began as a single AI-generated poster evolved into a complete visual ecosystem for one of San Diego's most recognizable community tennis events.
San Diego Tennis Fest approached me with a vibrant AI-generated poster illustration that captured the energy, inclusivity, and community spirit of the event.
The challenge wasn't creating the artwork.
The challenge was transforming a single static image into a flexible visual system that could support an entire event experience.
The Challenge
The original artwork was designed as a poster and contained dozens of players, courts, and details that worked beautifully in a vertical format but could not simply be dropped onto banners, canopies, apparel, and environmental graphics.
Each application required a different composition, scale, and hierarchy.
A successful event identity needed to work everywhere.
The Approach
Using a combination of Photoshop and Illustrator, individual players, courts, tennis balls, and supporting elements were carefully extracted and rebuilt into a library of reusable assets.
These components were then reconfigured and optimized for each event touchpoint while maintaining the original illustration style and visual personality that made the poster so compelling.
The result was a cohesive brand system that felt intentionally designed rather than adapted.
Deliverables
• Event Poster Production
• Tournament Branding System
• T-Shirts and Apparel Graphics
• Large Format Banners
• Tournament Canopy Graphics
• Environmental Signage
• Sponsor Integration
• On-Court Graphics and Wayfinding
• Tournament Branding System
• T-Shirts and Apparel Graphics
• Large Format Banners
• Tournament Canopy Graphics
• Environmental Signage
• Sponsor Integration
• On-Court Graphics and Wayfinding
Each deliverable was customized to its environment while maintaining a consistent visual language across the entire event.
The Result
The response from players, sponsors, volunteers, and attendees exceeded expectations.
What began as a single poster evolved into a recognizable event identity that helped define the atmosphere and personality of the tournament itself.
The branding became so closely associated with the event that the hosting organization ultimately incorporated the visual style and direction into its own rebrand efforts.
Design Services
Creative Direction
Asset Extraction and Illustration Development
Production Artwork
Large Format Graphics
Environmental Branding
Event Merchandise Design
Sponsor Integration
Asset Extraction and Illustration Development
Production Artwork
Large Format Graphics
Environmental Branding
Event Merchandise Design
Sponsor Integration
AI generated the idea. A designer built the brand.