Tennis Canada Case Study

The Challenge

The Tennis Canada head offices did not convey the prestige or heritage of their brand. The executive team came to McRae for help with the overall engineering design, imagery and printing to create an office space that both reflected the Tennis Canada brand and could tell the amazing history of tennis in Canada.

There were 3 main objectives during this project:

1. To determine how to visually share the sport and history of tennis in Canada with the public through simple and elegant imagery

2. To stay within pre-existing budgetary restraints.

3. To use heritage photos from the archives that were in poor condition but showed great moments in tennis history.


McRae’s team worked collaboratively with Tennis Canada’s marketing team on the design, dimensions and overall look of the timeline to create a meaningful and esthetic way to share the tennis story from 1890 to present.

Pictures, memorabilia, artifacts were collected from various offices, basements and storage and itemized to create a visual timeline which emphasized the full history and contribution that Tennis Canada has made over the years to grow the sport.

One of the biggest challenges for McRae was the condition of the old photographs. Some of the photos were literally crumbling out of the frames or scanned years ago for preservation but at very low resolutions.

McRae’s imaging expertise allowed that certain must have moments in tennis’s history were recorded. Bob Murray McRae CEO states “Our industry knowledge coupled with our in house graphic capabilities, sewing, fabrication and lighting allows our customer’s experience to be seamless. We loved being able to help and support this project.”


Tennis Canada and McRae’s teams working together resulted in a stunning lifelike pictorial history of tennis within Tennis Canada’s budget that elevated the Tennis Canada offices to reflect their true brand.

The imagery of the old and new photos appears almost lifelike on the fabric. When asked about the project, Tulla Bateman Chief of Staff and VP of Fundraising stated “Working with Bob and his team of experts to deliver a high quality vibrant art/conversation piece for the office was a great experience. The pictures literally leap of the fabric. We now include the offices in our stadium tour rather than blocking the offices off. “

Tennis Canada’s offices are beautifully decorated with an art piece that reflects their story, efforts and contribution and reputable brand.

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McRae knows how to work with our clients and partners to create and improve all of their visual merchandizing — resulting in experiences that engage, inspire, and delight.