Case Study: Together Again: Digital and Print Branding of The 2022 J.P. Morgan Tournament

The Brief

The 2022 J.P. Morgan Tournament of Champions made its long-awaited return after more than two years on hold. As the world’s oldest annual professional squash competition, dating back to the 1930s, the tournament holds a prestigious place in the sport’s history. A women’s invitational draw was introduced in 2001, with a full championship draw added in 2002-2003, 2005-2007, and from 2012 onward. This year marked a special milestone as the tournament became the first large-scale sporting event to be hosted in the iconic Vanderbilt Hall at Grand Central Terminal in New York City.

Originally scheduled for January 2022, the tournament was postponed to May due to a surge in COVID-19 cases caused by the Omicron variant. However, with the world reopening, the tournament successfully resumed under strict safety guidelines provided by the U.S. Centers for Disease Control (CDC), the World Health Organization (WHO), the NYC Department of Education, and the City of New York to ensure the well-being of all attendees.

The Goal

Through strategic communication and meticulous planning between DP and the tournament’s organizing team, our mission was clear:

Develop digital and print marketing materials that authentically captured the tournament’s spirit within the majestic Grand Central Terminal.

Ensure that all branding components aligned seamlessly with the event’s high-profile setting.
The event’s organizers, Squash Engine and John Nimick, required a comprehensive set of design assets to enhance brand visibility, advertise the event, and provide attendees with essential information—including tournament news, schedules, draws, and real-time updates.

To achieve this, DP focused on both print and digital branding, ensuring that the tournament’s legacy, players, and supporters were highlighted across all platforms. The creative direction was designed to blend elegantly with Grand Central’s architectural beauty while delivering a visually striking aesthetic.

The Challenges

PRINT
For an event of this scale, the branding and promotional efforts were extensive. The 2022 J.P. Morgan Tournament of Champions was a major opportunity for DP to not only design marketing assets but also to contribute to reinvigorating the atmosphere of a long-anticipated sporting event.

After receiving a creative briefing from Squash Engine and John Nimick, we were entrusted with developing design concepts that aligned with their vision. The challenge was to create a versatile graphic style that could be scaled across multiple formats, from small print materials to large-scale digital assets.

Our Brand Campaigns Department utilized Photoshop to craft highly detailed visuals of squash players. One of the most intricate tasks involved photo manipulation—making it appear as though the players were dynamically emerging from Grand Central’s train station. Throughout the project, we maintained constant communication with the client, providing multiple design options for approval and ensuring that all assets were finalized and delivered on time to production vendors.

DIGITAL
The primary digital challenge was ensuring that the mobile version of the program was as engaging and user-friendly as the desktop version. Given that over 90% of visitors would access the program on their phones while attending the event, we had to design an interface that was intuitive, immersive, and responsive.

Our Website Design & Development Department took a mobile-first approach, carefully structuring the content to maintain visual impact on smaller screens. Instead of simply stacking information in a basic vertical layout, we stretched design boundaries, using a grid-based system to create a dynamic and interactive experience. Since this was the first digital program of its kind for the tournament, it was built entirely from scratch.

The Solution

PRINT
Through multiple rounds of communication and refinement, we successfully delivered high-quality creative assets that matched the client’s vision. Our art direction ensured that the branding aesthetics seamlessly blended into the tournament’s prestigious venue while making a bold visual impact.

Despite working fully remotely, our team maintained a rigorous workflow, ensuring that all assets were produced on time.

Print materials included:

Signage
Badges
Street Banners
Player Cutouts

In an innovative first, the 2022 J.P. Morgan Tournament of Champions adopted a paperless format for its official program, enhancing sustainability efforts.

All signage, player cutouts, banners, and other print materials were completed and delivered punctually. 42nd Street was adorned with event banners leading to Grand Central, while player cutouts and branding elements enhanced the indoor experience, ensuring maximum brand visibility for in-person attendees.

DIGITAL
The digital program was designed to be both informative and visually cohesive with the rest of the branding elements. Every aspect—color schemes, typography, and imagery—was meticulously aligned to create a seamless brand experience across physical and digital spaces.

The program was primarily accessed via QR codes placed strategically throughout the venue. This not only enhanced convenience for attendees but also allowed us to track engagement and user interactions.

To make the mobile experience engaging, we implemented an interlocking block design for key pages:

Welcome Page
Meet the Men (Players)
Meet the Women (Players)
This layout created a modern, asymmetrical visual flow that encouraged users to keep scrolling and interacting. Additional dynamic elements, such as hover effects, video content, and scroll-based animations, added movement and engagement.

The digital program included:

Welcome Letters
Player Profiles with Individual Pages
Venue Information
History of Champions
"How Squash Works" Educational Guide
Sponsor Acknowledgments
Interactive Ads
Advertisements and sponsor logos were directly linked to external websites, allowing users to engage with sponsors in real-time. Instead of being placed at the bottom of the page, ads were strategically integrated throughout the content to enhance visibility and interaction.

One of the standout features of the digital program was the embedded tournament draws (winner brackets), which provided real-time updates and kept users engaged—something that previous print programs could never achieve.

Conclusion

The 2022 J.P. Morgan Tournament of Champions was a monumental return to in-person sporting events, and DP played a key role in shaping its visual identity. By delivering a cohesive, innovative, and high-quality branding strategy across print and digital platforms, we successfully elevated the tournament’s presentation while ensuring maximum engagement for attendees.

Our print and digital designs not only met but exceeded the expectations of the organizers, setting a new benchmark for future events. The paperless program, in particular, marked a significant step forward, seamlessly blending sustainability with modern digital engagement.

By leveraging cutting-edge design techniques, a user-first digital approach, and thoughtful branding execution, we helped bring one of the world's most prestigious squash tournaments back to life in a way that honored its history while embracing the future.