Anna Sing      

INDEXABOUT ME

CUSTOM WORDMARK, VISUAL IDENTITY SYTEM AND CUSTOM TYPEFACE
MADE WITH ARULIDEN / 2025 
ROLE: SENIOR BRAND DESIGNER
      CUSTOM WORKDMARK
      CUSTOM TYPEFACE MADE WITH SCHICK TOIKKA 

USTA— Introducing the future of coaching

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USTA, the national governing body for tennis, is making a long-term investment in coaches with a program and platform tailored to their needs. Their aim is to win over and onboard full- and part-time coaches and motivate those considering certification. To amplify the coaching effort, the USTA needed a strategic design partner to frame, design and launch a bold new sub-brand.







To carry the equity of the parent brand into the new wordmark and system, we extended the typographic language of the USTA into a fully custom typeface, ‘USTA Sans. 

I created the base letter glyphs (A-Z) to create the custom wordmark along with a workable typeface to use in the first round of design directions to sell the idea of a custom typeface to the client. We later worked with Schick Toikka to expand the typeface to include numbers, diacritics, and puncutation. 





A system of container boxes offers easy adaptability for both internal design teams and coaches with no design experience at all. The system is flexible, for use across a wide variety of touch-points, including the brand’s digital learning platform.














CREDITS

VP BRAND DESIGN: SPENCER BAGLEY
STRATEGY DIRECTOR: SAMANTHA MOORE
PROGRAM MANAGEMENT DIRECTOR: ISAAC CHOI AND MARY CHIMENTI 
ASSOCIATE DIRECTOR BRAND DESIGN: ILYA YAVOSHAN
SENIOR BRAND DESIGNER: ANNA SING
DESIGNER: JULIETTE LESPERANCE
STRATEGIEST: ELLA THIBODEAU 
TYPE DESIGN: ANNA SING AND SCHICK TOIKKA

CAMPAIGN
CREATIVE DIRECTOR: CAITLIN BRADLEY

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