UL International Crown
The UL Internation Crown is a global team golf event which the top 4 female players from qualifying countries compete to be crowned the world's best golf nation. We were asked to create a more unified team experience for the fans in the 2020 edition. (Note: this event was cancelled due to the Coronavirus pandemic).
Where - IMG
Creative Direction & Design - Ryan Gouge
Illustration - Alex Tillbrook
Project Management - Joseph Hills / Harrie Brown
Marketing - Henry Watt
Player photography - Getty Images
Previous editions of the International Crown lacked a real team identity both on and off the golf course. Our task, was to make the team feel more united but also create and look and feel that players and fans would be proud to wear. Each team emblem draws inspiration from their countries national animal whilst embracing their unique history and story.
Unique visual identity
Team colours tend to be dictated by each individual nations flags. The issue with this is that numerous coutries have very similar colour palettes, and in team sports this can be a problem. We wanted to create a more unique look and style for each team, and although we didn't want to forget the power of a nation's flag we instead drew inspiration from local culture and landmarks to create a unified and vibrant colour palette for each team.
All applications need to be considered from team uniforms to how they were used across digital. We created two emblems for each nation, a detailed version to be used primarily across team comms, but also a simplified version for embroidery. We also created a bespoke type lockup for each nation with their team name.
Each team has a unique rally cry that cleverly relates to each team's emblem whilst also remaining culturally and golf relevant.
Working within the core brand
We created a device which allows the emblems to be linked back to the event. We took the unique 'O' from the name as well as the crown icon to create a unique lockup that allows the emblems to be in sync with
the wider brand.
Designing for screen
A full TV experience that brings a complex world of live data including league tables, charts, player profiles and in-round information together as a connected whole. It underpins the overall brand and enhances the game.
In team sports, the home team tends to have a better advantage as they are playing in front of a more favourable crowd. We designed the branding with that in mind. As the event moves around the world the use of colour and the team emblems will make the host nation feel more at home.