Indian Wells is the biggest tennis tournament outside the Grand Slams, and an on-sale that big is catnip for resellers. AXS came back as official ticketing partner for 2026, so before the work did anything else, it had one job: look unmistakably official. I pulled the tournament and AXS identities together, then designed and built the splash page and the display suite feeding it: one idea carried the whole way, from a 160×600 banner to checkout. Tennis in the desert is somebody’s favourite week of the year. I wanted buying the ticket to feel like the start of it.
RoleDesign & build
Year2026
DeliverablesLanding page · Display · Key art
axs.com/bnpparibasopen↕ Scroll
On-sale page The official-partner trust line sits above everything, then a session calendar turns fifteen days and dozens of sessions into one path to buy.Visit the live page ↗
↕ Scroll inside the window; the full page is in there.
Paid media
Seventeen sizes came out of one idea, and every one keeps the same four things in the same order: the tournament mark, the wordmark gradient, the desert and the stadium, then dates and a single call to action. What changes between them is how much desert survives. Here are the five that carry the buy, shown where they actually run.
1920 × 108016:9 master The full scene, and the source every other size is cut from.
Display, in placeDesktop article
tennis coverage · article page
970 × 250 billboard
300 × 600
The billboard takes the full column above the story, so the scene runs at its widest. The half page holds the rail for the length of the scroll, which is why that one keeps the stadium and the call to action stacked.
Mobile and social, in placeAnchored banner · Meta feed · Story
m.tennis
320 × 50Anchored to the bottom of the screen, so it has one job: the mark, the dates, the button. Nothing else fits and nothing else needs to.
BNP Paribas OpenSponsored
Tickets on sale nowGet tickets
1080 × 1350The 4:5 is the tallest slot the feed allows, so it wins the most screen on a scroll. Built first, then cropped to 1:1 and 1.91:1 without the lockup ever moving.
bnpparibasopen
1080 × 1920Full bleed, with the call to action parked above the swipe zone and clear of the platform UI top and bottom.
One identity holding from a banner impression to a confirmed seat: official at every step, with no resale ambiguity in between.
Tournament tier, dates, and venue per the official 2026 BNP Paribas Open on-sale materials. All trademarks, logos and brand names are the property of their respective owners.
