INTELLIGENCE: BRANDED
Brand Strategy

PRATIK MEHTA | 2026 PORTFOLIO
The Johnny Mac Tennis Project (JMTP) is a nonprofit organization founded by John McEnroe dedicated to bringing tennis to underserved youth in New York City, with programs rooted in East Harlem and the South Bronx. The project uses tennis as a vehicle for personal development, offering training, scholarships, and competitive exposure to students from under-resourced communities.

Collaborated closely with JMTP leadership to understand the organization's mission, tone, and the specific messaging needs of flagship fundraising events like the annual Pro Am in the Hamptons. Assessed how previous print materials had communicated the nonprofit's impact and where clearer visual storytelling could strengthen donor engagement. Identified design approaches that would feel celebratory and premium while honoring the community-focused mission of the organization.
Produced the banner and promotional graphics for the 9th Annual JMTP Pro Am, capturing the event's Hamptons setting through a bright, illustrated aesthetic featuring a stylized player figure, coastal windmill, and sun motif. Photographed the JMTP Comedy Night fundraiser at a New York theater, capturing live performances, auction moments, and audience reactions for social, editorial, and promotional distribution. Delivered edited photo assets optimized for multi-platform use.
Coordinated print production for large-format event banners and promotional materials across tight pre-event timelines. Managed on-site photography logistics for a live event environment with variable lighting and fast-moving subjects. Delivered final edited assets to the JMTP team with organized, media-ready file packages.

The creative approach for JMTP centered on warmth, energy, and optimism; visuals that matched the joy of the sport with the gravity of the organization's mission. The Hamptons Pro Am design leaned into the prestige of the setting while keeping the focus on the young players the event was raising funds to support. Every asset was designed to make donors feel connected to something meaningful.