ABOUT

Set in a waterfront 35-hectare park the Sports Hub includes the new Singapore National Stadium, Indoor Stadium, Aquatic Centre, Sports Arena, Restaurants and a Retail Park. During the 3 year construction period, work was also started on building the brand.

Responsibilities
As brand design director for Sedgwick Richardson, South-east Asia, I was responsible for brand workshops, the formation of insights and writing the brand positioning. I also led the design team for initial creative concepts and visual expression, created the National Stadium Club identity, showroom graphics and naming rights sponsorship kits.

Outcome
Singapore Sports Hub opened 28 June 2014. During the 3 year construction the foundations blocks of building a brand of passion was established. Major live events had been booked and principal stakeholder groups were engaged with the new brand.