Revitalising a Legacy: The Assupol Pro AM 2024 Total Event Rebrand

The Problem:
After a multi-year hiatus, Assupol’s flagship Pro AM golf event needed a fresh identity. The existing brand felt dated and failed to balance corporate prestige with sporting excitement, leaving the event’s market presence weakened and less engaging for attendees.

The Solution:
A strategic, research-informed rebrand led by the Creative Lead that:

• Developed a cohesive visual ecosystem, modernising the identity while respecting Assupol’s corporate heritage

• Redesigned the core logo, embedding the Assupol icon into the “o” of “Pro” to maintain brand lineage and create a subtle connection to the master brand

• Directed end-to-end creative execution across all touchpoints, including custom apparel, digital and social campaigns, print materials, and on-site environmental branding

• Balanced corporate authority with sporty, inviting aesthetics to appeal to both executives and participants

The Transformation:
The rebrand successfully revitalised the Pro AM, delivering a cohesive, modern, and engaging identity that strengthened market presence and elevated the overall attendee experience. The event returned as a visually compelling, prestigious yet approachable experience, reaffirming Assupol’s position in the sporting and corporate landscape.