Project Summary
Client
Assupol Life
Role
Creative Lead & Art Director
The Challenge
After a multi-year hiatus, Assupol's flagship Pro AM golf event returned with a weak market presence. The existing brand identity was dated and failed to bridge corporate prestige with sporting excitement, resulting in diluted engagement from both executives and participants.
My Role & Approach
As Creative Lead & Art Director, I owned the end-to-end rebrand strategy and execution. My focus was not just on aesthetics, but on solving a business problem: restoring the event's authority and appeal.
Key actions:
Led strategic rebranding – Conducted a visual audit and positioned the new identity to balance heritage with modern energy, ensuring executive buy-in and participant appeal.
Designed with brand lineage in mind – Embedded the Assupol master brand icon directly into the logo's "o" in "Pro," creating a subtle yet intentional connection to the parent brand.
Directed omnichannel creative execution – Oversaw all touchpoints: custom apparel, digital/social campaigns, print collateral, and on-site environmental branding.
Managed cross-functional alignment – Collaborated with internal stakeholders and external vendors to ensure visual consistency and timely delivery across every asset.
The Outcome
The rebrand successfully revitalized the Pro AM, delivering a cohesive, modern, and engaging identity. The event returned as a visually compelling experience that strengthened Assupol's market position and elevated attendee engagement, reaffirming the brand's presence in both corporate and sporting landscapes.
