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.
Engineering a scalable visual infrastructure from a single, static asset to anchor a comprehensive, multi-channel event ecosystem while maintaining absolute brand integrity across all physical and digital touchpoints.
The Challenge
Launching a massive multi-touchpoint event required scaling a singular, complex creative asset across dozens of physical and digital formats—including large-scale environmental graphics, apparel, and signage. The business hurdle was ensuring total brand consistency and high visual impact at every attendee touchpoint, without sacrificing the integrity of the original artwork or inflating production timelines.
The Approach
We architected a scalable design infrastructure by deconstructing the complex master artwork into a modular, cloud-based asset library. By establishing clear design rules for composition, scale, and hierarchy, the team efficiently optimized assets for every physical and digital touchpoint. This proactive framework allowed us to protect the premium visual integrity of the original concept while dramatically accelerating the production and deployment lifecycle. The final result was a unified, intentional brand system that scaled seamlessly across all environments.
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.