US Open 2025: Meet the moment
Pairing cultural visibility with measurable brand and business results
As Coco Gauff returned to New York for the 2025 US Open, Baker Tilly had an opportunity to connect her determination and global influence with the firm’s growth-oriented brand. In collaboration with our brand ambassador team, I led creative direction and concept development for an integrated campaign spanning New York City, social media, and client experiences.
- Role
- Creative directionConcept development
- Scope
- Out-of-homeSocial partnershipEvent creative
- Timeline
- Aug–Sept 2025
- Outcome
- 98M+ out-of-home impressions1M+ social viewsSeven leadsTwo won opportunities
The challenge
Coco’s return carried significant cultural attention. The campaign needed to honor that moment without allowing her visibility to eclipse Baker Tilly’s identity. Across airport corridors, billboards, Times Square, social content, and VIP hospitality, the creative had to stand out, remain cohesive, and connect Coco’s resilience with Baker Tilly’s explorer archetype.
My approach
We centered the campaign on a shared sense of determination: pursuing growth, moving through challenge, and meeting an important moment with confidence. This became the strategic bridge between Coco and Baker Tilly and the foundation for the campaign’s visual direction and messaging.
I designed concepts that conveyed strength, resilience, and focus, then shaped the system to adapt across environments. Location-specific messages made citywide placements feel intentional, while a coordinated visual language connected LaGuardia Airport, print and digital billboards, vertically stacked Times Square units, social content, and hospitality experiences. The result was bold at scale without losing its strategic center.
“Monique is an extremely talented and innovative designer. She has a positive, forward-thinking mindset and appropriately recommends design ideas that improve the quality and execution of the Baker Tilly brand.”
The outcome
The campaign generated 7,833,649 print and 90,712,387 digital out-of-home impressions. Coco’s social partnership added more than 1 million views and 40,000 engagements. The work also contributed to seven leads, two won opportunities, and $500,000 in opportunity value.
By connecting a culturally relevant partnership to a clear brand idea and carrying it consistently across channels, the campaign supported both audience growth and tangible business development.
Leadership in practice
- Hands-on strategic leadership
- I defined the central creative connection and translated it into concepts, messaging, and a flexible multi-channel system.
- Brand stewardship and evolution
- I connected Coco’s strength and ambition to Baker Tilly’s explorer archetype, extending the brand through a culturally visible partnership without losing its identity.
- Connecting creativity to organizational results
- The campaign paired large-scale reach and engagement with qualified leads, won opportunities, and documented opportunity value.
From strategy to execution
From public visibility to direct engagement
The LaGuardia experience, social partnership, and US Open hospitality carried the campaign from citywide visibility into direct audience and client engagement.
If you’re building or strengthening a brand, process,
or team—I’d love to connect.