Icon has worked in partnership with event organisers of The Seve Trophy since 2000 in Suningdale - we were once again contracted to produce and install all signage and branding for The Seve Trophy 2007, with the Look and signage flowing through to the 2009 event.

The brief was to put together a proposal to deliver a signage and branding solution that would last the 2007 and 2009 events, both taking place at the same venue, thus reducing ongoing costs. The design therefore had to display “2007” as little as possible so that it can be used again in 2009.

Other requests were to sharpen up the directional signage, using less text and more colour, to help direct people around the competition venue effectively. Icon had to make sure a consistent look and feel was conveyed across the venue in all signage and branding, incorporating the event logo into the different sizes and spaces available.

Icon introduced new means of displaying the event logo, helping to build the value of the event brand and identity, through using branded barrier jackets and large scale information towers.

Key challenges Icon faced were the timescales available, the location of the venue - about 2 hours west of Dublin, and resulting logistics operation. The event also had a requirement for larger than normal tee boards than is standard on the European Tour events, 4m x 3m in size, requiring the development of new systems. Detailed outlines of tee configurations and artwork proofs were sent to all nineteen sponsors and event organisers, keeping all organisations informed in the build up phase.

A budget was provided for both the 2007 and 2009 events, with the client looking for means to reduce costs for 2009. Icon has achieved this by storing the signage on-site post the 2007 event, with a refurbishment team due to travel out to Ireland in advance of the 2009 event to ensure all signage is restored to the same look as for 2007, so the look of the 2009 Seve Trophy is in keeping with, and as good as the 2007 Seve Trophy.

As usual, Icon delivered high standards in production and on-site service, fulfilling last minute requests to ensure the client and all nineteen sponsors received great on-site and on-screen exposure.

The client was very happy with the service provided by Icon, particularly the flexibility and willingness of the staff on-site along with the ideas and expertise that the Icon team brought to the event in helping to achieve all of the client's objectives.

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