European Tour Foundation
For many years, the European Tour has used its unrivalled reach within the world of golf to raise money for worthy causes. In the past they have supported charities such as Rays of Sunshine, who provide wishes for seriously ill children, as well as Maggie’s Centre in Scotland, who care for those affected by cancer. Now this year sees the Tour embarking on a far greater, global philanthropic strategy, with the launch of the European
Tour Foundation.
Tour Foundation.
Building on the brand equity of the European Tour, Underscore adapted logo marque which harnesses the power and recognisability of the golfer at its core, adding fluid lines of motion to represent the momentum of a golf swing, as well as the movement for global change that the Foundation wants to inspire.
By creating the rallying cry of ‘Be part of it’, which is predominantly used as a sign-off or call to action, Underscore wanted to engage the golfing community and encourage the participation of everyone involved in the sport - from professional golfers, right through to the fans.
A key project challenge was to create something that could communicate the message of the Foundation in a very short amount of time, and had an intriguing element that would engage very busy golfers immediately. Underscore answered this brief by using lenticular printing techniques, creating a simple two image flip that on one side shows the social problems the Foundation is looking to help, and on the other inviting them to ‘Be Part of it’ as the Foundation forges innovative partnerships with worthy charities worldwide.
In addition to the lenticular, Underscore also created a range of branded collateral, covering the essential items every professional golfer needs on the course but isn’t necessarily provided with by their sponsors – a soft bag for valuables, sharpies for marking balls and universal travel adaptors, through to beautiful gold badges to help our ambassadors and players alike show that they’re part of it.
One of the Foundation’s guiding principles will be to support the development of the global game of golf, ensuring the European Tour has a lasting legacy and inspires the next generation of golfers. To bring this to life, the Foundation commissioned Underscore to create a film that will be premiered during the BMW PGA Championship. The film looks to raise funds for 8 Special Olympics golfers, in order for them to go to Abu Dhabi to compete in the 2019 Special Olympics World Games.
By creating the rallying cry of ‘Be part of it’, which is predominantly used as a sign-off or call to action, Underscore wanted to engage the golfing community and encourage the participation of everyone involved in the sport - from professional golfers, right through to the fans.
A key project challenge was to create something that could communicate the message of the Foundation in a very short amount of time, and had an intriguing element that would engage very busy golfers immediately. Underscore answered this brief by using lenticular printing techniques, creating a simple two image flip that on one side shows the social problems the Foundation is looking to help, and on the other inviting them to ‘Be Part of it’ as the Foundation forges innovative partnerships with worthy charities worldwide.
In addition to the lenticular, Underscore also created a range of branded collateral, covering the essential items every professional golfer needs on the course but isn’t necessarily provided with by their sponsors – a soft bag for valuables, sharpies for marking balls and universal travel adaptors, through to beautiful gold badges to help our ambassadors and players alike show that they’re part of it.
One of the Foundation’s guiding principles will be to support the development of the global game of golf, ensuring the European Tour has a lasting legacy and inspires the next generation of golfers. To bring this to life, the Foundation commissioned Underscore to create a film that will be premiered during the BMW PGA Championship. The film looks to raise funds for 8 Special Olympics golfers, in order for them to go to Abu Dhabi to compete in the 2019 Special Olympics World Games.
Related projects
Related articles