Marketing Excellence Awards 2014

Excellence in Government Sector Marketing (Silver)

The Challenge

Vision 2030 defines a new vision for sport and a strategic shift in Singapore Sports Council’s (SSC) role in the local sporting landscape. With the objective of harnessing sport in uniting communities, SSC wanted a compelling brand proposition that empowers individuals to ‘Live Better Through Sport’ and provide the communications architecture to activate the brand at all levels.

The Insight

Appreciation of the context provided impetus to heighten SSC’s role as a change agent in fostering a sporting culture that can be relatable to all.

“Singapore Sport Council” was rebranded as “Sport Singapore”, signaling a bold change from government-sponsored to empowering people and bringing sport into the lives of all Singaporeans.

This was translated into a new visual identity, captured in a dynamic ‘sphere’ that represents the energy and fullness of life that sport brings to people of all ages and abilities.

This was supported by a new brand architecture that helped to streamline Sport Singapore’s initiatives, bringing clarity to the key sub-brands it drives through a monolithic endorsed brand architecture system anchored by the new Sport Singapore ‘sphere’ symbol.

The Impact

With the new direction that uses ‘sport as the strategy’ rather than having a ‘strategy for sport’, Sport Singapore has changed the way Singaporeans view and participate in sport. Singapore now has an enhanced national identity for sport; greater national pride with a focus on high performance national and international results; increasing levels of participation in sport and a more diversified economy through our vibrant sport industry.