Client: Lagardère Sports Asia
The SMBC Singapore Open is one of the premier events on the Asian golf calendar and is hosted on the award-winning Serapong Course at Sentosa Golf Club from 17 to 20 January 2019. Jointly sanctioned by the Asian Tour and the Japan Golf Tour Organization, the US$1 million tournament will see reigning SMBC Singapore Open champion, Sergio García, and a star-studded field of players compete in the 53rd edition of Singapore’s national Open.
The theme for this year is 156.72.1 - deriving from 156 Hopefuls. 72 Contenders. 1 Champion. For this year's edition, we conceptualised a rising mark graphic element inspired from the SMBC corporate identity to evoke dynamism and flexibility into our campaign visuals. We also introduced illustrations of iconic Singapore elements to give the identity a refreshing take. The new visual identity system is fluid and versatile for promoting various particular aspects of the premier event.
We then expanded the design concept to various touch points and communications to truly deliver the SMBC Singapore Golf Open experience.