The year before I began working with the All England Lawn Tennis and Croquet Club, the Club had undergone a rebrand. The agency responsible had also attempted to manage implementation, but struggled. That’s when I was introduced.

On my first day walking through the gates at Wimbledon, the grounds were as impressive as you’d expect, but there was something else I couldn’t quite place at first. In most high-level corporate environments, there’s a certain tension; a competitive edge that keeps everything tight. Wimbledon felt different. Calm. Focused. Completely competent. And above all, welcoming. I felt instantly among friends.

For that first season, I was handed a spreadsheet of deliverables. It didn’t come close to capturing the reality. Hidden behind the list were over 200 maps, floorplans, menus, signage variants and behind-the-scenes assets, all needing to be created, refined and delivered through a rigorous correction and approval process as The Championships approached.

Unsurprisingly, we went over budget. But we were ready the following year.

From that point forward, we built a detailed master schedule. I assembled a team, redrew the iconic grounds map, and ensured consistency across every piece of collateral. We formalised templates and rolled out clear, consistent styles across all communications.

Three year in:

I think this has been the best year so far.

Mitzi Ingram Evans, Deputy Championships Manager

Over the next decade, we supported The Championships by designing and producing more than 300 assets per season. From programme guides to VIP menus and wayfinding, we worked hand-in-glove with the Club, accurately, calmly, and always on time.

Each year, the process was refined further. We established a small on-site design studio, created a live-editable mapping system, and continually tightened workflows. What began as a solo design task evolved into a trusted partnership built on precision, trust and mutual respect.

This wasn’t just about great design; it was about operational calm, continuous improvement, and respect for a global institution that never misses a beat.

In winter, the grounds lay quiet under snow. By Easter, a carefully choreographed explosion of activity began: structures erected, lawns meticulously prepared, facilities refreshed and equipped. Nearly 2,000 staff were employed, and over 20,000 plants delivered, all in readiness for The Championships.

Two weeks before play began, our work would be complete. The early mornings and late nights would suddenly ended, replaced by calm anticipation. Then, each September, the cycle would begin again, slowly, carefully, and with absolute precision.

Towards the end of our ten-year tenure, we were advised that the Club had decided to bring as many suppliers as possible in-house. It took a further three years before they were fully ready, a testament to the scale, complexity and rigour of the systems we’d helped put in place.

If I were to describe the perfect client, it would be the All England Lawn Tennis and Croquet Club. Walking through the gates was always a pleasure. Everyone we worked with was not only committed and talented; we genuinely felt part of one team.