The Singapore Bowling Federation wanted a new brand identity to connect with Singaporeans from all walks of life, and give their staff a renewed sense of purpose. To uncover the essence of the brand, we conducted a brand audit and interviewed stakeholders from various groups such as the SBF Council Members, coaches, national athletes and their parents, recreational bowlers, and affiliates.

From our findings, we created a comprehensive set of brand guidelines to position SBF as a governing authority that develops world-class champions on and off the lanes, and makes bowling inclusive for all. In addition to a new logo, we created visual and copy guidelines to bring the brand to life and ensure it is applied consistently across all touchpoints.