05 — Visual Universe · Key Visual/CONCEPT PROJECT/2026
ALTURA OPEN
A key visual system for a fictional tennis tournament — trajectory, altitude and a court seen from above.
OVERVIEW
Altura Open is a conceptual visual universe built for this website. It is an art-direction exercise, not a campaign: one graphic idea stretched across poster, print, environment and screen.
DELIVERABLES
- Creative direction
- Key visual
- Display typography
- Graphic system
- Poster & large format
- Event applications
PALETTE
- Court Green#0E4A2B
- Hot Magenta#EC1F8B
- Chalk#F5F2EA
CREATIVE DIRECTION
The whole system comes from one drawing: the arc of a ball over a court flattened into two planes. Green is the ground, magenta is the moment of impact.
GRAPHIC SYSTEM & APPLICATIONS
Extra-condensed display type locks to the top-left, the trajectory lines rotate per format, and the two-plane split scales from a ticket to a stadium banner without redrawing.
MOTION-READY
The arc is designed as a path, so the same asset animates for digital and social formats without new artwork.
Conceptual project created by the studio to demonstrate its approach. Not commissioned client work.