The P.A. People, having worked with Tennis Australia on many events over the years, were commissioned by them to provide a physical representation of the AO (brand) device to be used in association with the rebranding of the Australian Open. Tennis Australia was keen to effectively demonstrate the new brand, created by branding agency Landor, who had presented a concept of a 3-metre-high three-dimensional logo.
It was decided to display the new-look brand by recreating event-related imagery via the physical structure of the 3-metre-high LED display in the shape of the letters AO, to be situated outside of the arena to greet spectators. The LED display would need to be custom designed, weatherproof and offer convenient content management software to allow specifically created graphics and animation to be projected seamlessly.
The AO LED Display had to be built as two separate entities for each letter and stand approximately 3 metres tall to provide an adequate surface space for the animation.