The Edit: five projects including Wieden+Kennedy’s grand slam campaign for ATP’s 2025 Tour

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. With the conclusion of the Australian Open, 2025’s ATP Tour (the worldwide men’s professional tennis tour) has kicked off with a blast. The launch of the tour coincided with a new global brand platform and advertising campaign developed by Wieden+Kennedy London, which expressed the dualistic nature of the sport – the grit, determination and beyond-human athleticism contrasted with the “glamour” and spectacle of the global sport – under the tagline “It All Adds Up.” Sleek, striking serifs are paired with sporty, bold sans serifs, expressing the nature and goal of the platform and campaign – to bring ATP’s elite athletes and spectacular tournaments to new audiences while deepening engagement with existing fans. Through the design’s duality, the campaign speaks to multiple generations of tennis enthusiasts while maintaining the sport’s prestigious heritage. A cluster of mesmerising molecules – swirling and flowing into various forms – encapsulates the scale and innovation of the work happening at Basecamp Research. It’s wonderous stuff – equipped with the world’s largest biological database and its AI expertise, this pioneering biotech company has created a digital replica of Earth while developing technology with far-reaching applications. Teaming up with their crew of motion artists, global creative agency Our Friends brought Basecamp Research’s identity to life, crafting an immersive universe where organic and technical worlds converge. The identity system also includes technical visual cues and a bespoke cut of the typeface Parabole. Through a visual language that balances scientific precision with natural beauty, the new look defines BCR’s pioneering work.