Client: Jump Studio (a Populous company) The Brief My main challenge for the International Women's Golf Championship was to develop a fresh and exciting brand activation. The primary goals were clear: significantly enhance the spectator experience, effectively drive ticket sales, and ultimately increase event revenue. A crucial part of the brief was the strong emphasis on attracting a broader, younger, and more diverse audience—specifically families and both male and female spectators—to expand the championship's reach beyond its traditional demographic. Concept & Development My strategic approach for this brand activation started with comprehensive research into various brands. I focused on identifying those that intrinsically aligned with the championship’s core values of innovation, inclusivity, and progressiveness. Brands that particularly resonated with me were those that, like BrewDog Beer and Vivienne Westwood, promote a rebellious-like attitude. This was something I really wanted to draw upon to showcase a new perspective and trailblazing mentality—something unconventional to what we typically associate with golf. This research was crucial in laying the groundwork for potential partnerships. Throughout this phase, my key considerations included not only how these partnerships would materialize but also where within the event they would come to life. I also prioritized how these collaborations could deliver meaningful, engaging experiences that would resonate with both existing loyal spectators and the targeted new audiences. My aim was to create activations that felt authentic and contributed positively to the overall event atmosphere, ensuring that every touchpoint added value to the spectator journey. Resolution The final proposed outcome successfully delivered an activation concept centered on inclusive, immersive brand experiences. These experiences were meticulously tailored to appeal specifically to younger demographics and families, directly aligning with the championship's ambitious vision to maintain its position as a trailblazer in women's sport. The proposed activations were designed to be interactive and memorable, moving beyond passive viewing to truly engage attendees. By strategically focusing on these key demographics and crafting experiences that spoke directly to their interests, my brand activation strategy aimed not only to boost immediate event metrics but also to cultivate a new generation of golf enthusiasts, ensuring the long-term growth and sustained relevance of the International Women's Golf Championship.
Golf Goes Punk!
Golf Goes Punk!
Client: Jump Studio (a Populous company) The Brief My main challenge for the International Women's Golf Championship was to develop a fresh and exciting brand activation. The primary goals were clear: significantly enhance the spectator experience, effectively drive ticket sales, and ultimately increase event revenue. A crucial part of the brief was the strong emphasis on attracting a broader, younger, and more diverse audience—specifically families and both male and female spectators—to expand the championship's reach beyond its traditional demographic. Concept & Development My strategic approach for this brand activation started with comprehensive research into various brands. I focused on identifying those that intrinsically aligned with the championship’s core values of innovation, inclusivity, and progressiveness. Brands that particularly resonated with me were those that, like BrewDog Beer and Vivienne Westwood, promote a rebellious-like attitude. This was something I really wanted to draw upon to showcase a new perspective and trailblazing mentality—something unconventional to what we typically associate with golf. This research was crucial in laying the groundwork for potential partnerships. Throughout this phase, my key considerations included not only how these partnerships would materialize but also where within the event they would come to life. I also prioritized how these collaborations could deliver meaningful, engaging experiences that would resonate with both existing loyal spectators and the targeted new audiences. My aim was to create activations that felt authentic and contributed positively to the overall event atmosphere, ensuring that every touchpoint added value to the spectator journey. Resolution The final proposed outcome successfully delivered an activation concept centered on inclusive, immersive brand experiences. These experiences were meticulously tailored to appeal specifically to younger demographics and families, directly aligning with the championship's ambitious vision to maintain its position as a trailblazer in women's sport. The proposed activations were designed to be interactive and memorable, moving beyond passive viewing to truly engage attendees. By strategically focusing on these key demographics and crafting experiences that spoke directly to their interests, my brand activation strategy aimed not only to boost immediate event metrics but also to cultivate a new generation of golf enthusiasts, ensuring the long-term growth and sustained relevance of the International Women's Golf Championship.
Client: Jump Studio (a Populous company) The Brief My main challenge for the International Women's Golf Championship was to develop a fresh and exciting brand activation. The primary goals were clear: significantly enhance the spectator experience, effectively drive ticket sales, and ultimately increase event revenue. A crucial part of the brief was the strong emphasis on attracting a broader, younger, and more diverse audience—specifically families and both male and female spectators—to expand the championship's reach beyond its traditional demographic. Concept & Development My strategic approach for this brand activation started with comprehensive research into various brands. I focused on identifying those that intrinsically aligned with the championship’s core values of innovation, inclusivity, and progressiveness. Brands that particularly resonated with me were those that, like BrewDog Beer and Vivienne Westwood, promote a rebellious-like attitude. This was something I really wanted to draw upon to showcase a new perspective and trailblazing mentality—something unconventional to what we typically associate with golf. This research was crucial in laying the groundwork for potential partnerships. Throughout this phase, my key considerations included not only how these partnerships would materialize but also where within the event they would come to life. I also prioritized how these collaborations could deliver meaningful, engaging experiences that would resonate with both existing loyal spectators and the targeted new audiences. My aim was to create activations that felt authentic and contributed positively to the overall event atmosphere, ensuring that every touchpoint added value to the spectator journey. Resolution The final proposed outcome successfully delivered an activation concept centered on inclusive, immersive brand experiences. These experiences were meticulously tailored to appeal specifically to younger demographics and families, directly aligning with the championship's ambitious vision to maintain its position as a trailblazer in women's sport. The proposed activations were designed to be interactive and memorable, moving beyond passive viewing to truly engage attendees. By strategically focusing on these key demographics and crafting experiences that spoke directly to their interests, my brand activation strategy aimed not only to boost immediate event metrics but also to cultivate a new generation of golf enthusiasts, ensuring the long-term growth and sustained relevance of the International Women's Golf Championship.
Deliverables:
Brand Activation Visual Design Digital Assets Concept Design
Role:
Visual Designer
Deliverables:
Brand Activation Visual Design Digital Assets Concept Design
Role:
Visual Designer