Agassi Graf

View the project Agassigraf.com

A website charting the historic tennis careers and philanthropic efforts of legendary athletes Andre Agassi and Stefanie Graf.

Challenge

The legendary tennis power couple of Andre Agassi and Stefanie Graf have become key members of the Las Vegas community through their business and philanthropic efforts. As leaders with a strong grasp of who they are and what they stand for,  our challenge was to simplify and clarify their brand platform, voice and tone to help them express themselves in the right way, to the right people.

Another part of the challenge in the project was to focus the overall voice and tone on their “off the court” lives and all of the efforts that go into their respective organizations. This of course was not easy to achieve considering the magnitude of people they impacted throughout their careers on the court.

Agassi Prep

Andre Agassi with Students at Agassi Prep

Solution

We worked alongside the Agassi Foundation members to create a new website that touted sponsors for both Andre and Stefanie, spoke to their respective philanthropic efforts, provided a news hub and told their unique story of continued success after their time on the court.

Through a clear and concise sitemap and information architecture, we were able to create a funnel that directed those who may have only known Andre and Stefanie from their brilliance on the court, into parts of the site that focused on their respective organizations.

Design

Color patterns and typography choices were made based on the early 90’s Nike advertising campaigns that Andre himself starred in often. The bold bright blue and hot pink gradients throughout the user journey harken back to the exciting and sometimes controversial wardrobe choices that Andre had become known for.

Storytelling

The unexpected journey that united Andre and Stefanie was told through a Timeline feature in the website that chronicled their massive success on the court, to their marriage and subsequent impact on communities all over the world through their philanthropic efforts. The main tagline of the project summed it up by stating “Tennis was just the beginning.”