Opportunity: Singapore Sports Hub is an integrated destination for sport, entertainment and community life, operating across a 35-hectare site in Kallang. It faced the dual challenge of serving everyday community needs while attracting world-class sporting and entertainment events. With multiple partners, venues and audiences, the opportunity was to align stakeholders and create a clearer, more energising brand experience.
Insights: Tangible began with a focused stakeholder programme to demonstrate the branding process and build internal support. This was followed by qualitative and quantitative research to understand the different needs of Sports Hub users and the relative size of each audience segment. The findings informed the brand personality—Social, Active and Confident—and clarified how the destination could balance community accessibility with the excitement of major events.
Results: Tangible refreshed Singapore Sports Hub’s brand under the promise “A World of Energising Experiences”, supported by a clearer brand architecture and visual and verbal identity across its venues, programmes and communications. In 2024, the destination recorded a 50% year-on-year increase in event attendance and hosted more than 40,000 hours of high-performance athlete training.
Tangible reviewed the entire Singapore Sports Hub visual & verbal system for marketing & communications. After the visual audit we develop a complete new visual system built-out from the brand personality of ‘Social, Active & Confident’.
The shortlisted systems were tested with customers to help management select a preferred solution. Tangible then reviewed the brand identity to ensure consistency and legibility. The system was then rolled out across all SSH marketing and communication materials. The website was redesigned, taking a ‘mobile first’ approach to deliver an easy to navigate experience.
Brand guidelines were finally developed to document all the brand assets and ensure the brand was delivered consistently. Extensive photographic guidelines were included, to ensure venues, facilities and activities where all photographed with the brand personality in mind.
Tangible created a refreshed system for presenting the different offers under the Singapore Sports Hub. This including the branding protocols for the major on-sites destinations and the programmes & initiatives offered. The brand architecture scenarios were also extended to include partner co-branding and endorsements for events.
As part of the branding programme, Tangible conducted an experience audit of the facilities which included a sports event, an entertainment event and a retail audit. The results were a series of observations, insights and recommendations for SSH to review together with best practice case examples to benchmark against.
Visit: Singapore Sports Hub
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Tangible Pte Ltd.
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#02-08,
Singapore 188584
+65 6338 6320
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