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Standard Chartered Bank

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Event Identity
Art Direction

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Standard Chartered Singapore Marathon:
’Ours To Run’ #SCSM

Black and white aerial view of Singapore skyline with high-rise buildings, Marina Bay, and the city port, overlaid with green and white text reading 'OURSTORUN SGA 2018'.
Text logo for 'Our 1st Run Singapore Marathon 2018' on a black background.

Adopting a bold styling and typography that resonate with the younger audiences, the event drew tens of thousands of athletes from 127 countries, pursuing their passion for running as one.

To unite and give tribute to the community of runners, we developed the concept of “Ours To Run” to deepen the bond.

Green text says OURS TO RUN on a black background with slight circular design and around the text, it says 2018 Singapore Marathon.
Four people running on a dark asphalt road with white lane markings.
Promotional poster for the Singapore Marathon 2018, featuring runners and a view of the city with iconic buildings, event date December 8-9, 2018, and logos of sponsors including Standard Chartered.

While it is hailed as the marathon of the year, the campaign aims to increase participation rate especially appealing to runners staying on the sidelines. To unite and give acknowledgement to the community of runners, we developed the concept of “Ours To Run” to deepen the bond and reach out to other runners to join the tribe. The idea is to shift the mindset of a marathon being overwhelmingly unachievable, reserved only for hardcore athletes to a personal journey of overcoming obstacles under the support of similar like-minded runners.  

Two women exercising together in an outdoor parking lot. One woman helps the other stretch her legs. Both are dressed in athletic wear and are smiling.
Two women in athletic clothing doing a partner stretch exercise on the floor, looking intensely at each other, with white text overlaid that says 'Come see what we’re made of' and the website 'OurSTORUN'.
Young man with short black hair, smiling, wearing a green sports sleeveless shirt with a logo of the Standard Chartered Marathon Singapore, in an indoor athletic environment.

One of the key highlights of SCSM is the marathon route that takes runners across Singapore’s iconic skyline. The key visual were created to express the skyline in a more physics defying, Inception-inspired execution that is refreshing and dynamic.

A person dressed in athletic clothing is running. The background is a gradient of blue and green hues. Overlaid text includes the event dates '8-9 DEC18', location 'SINGAPORE', website 'singaporemarathon.com', and the phrase 'ALL TOGETHER NOW'. The lower left corner has the text 'OURSTORUN'.
A person running forward in athletic clothing on a foggy blue-green background, promoting a marathon event in Singapore on December 8-9, 2018, with the slogan 'We will unite our footsteps to awaken the city' and a small graphic of four running figures.
A collage of promotional posters and images for the Singapore Marathon, featuring runners on a city bridge, aerial views of the city, and motivational text about running and the marathon event.

Along with a dozen sub-visuals, we developed a comprehensive visualscape linked by bold styling and typography to give energy and invigorate the event across 6 months leading to the actual run. These are adapted across a wide range of media from OOH, to print, to below-the-line to digital and social media.

Digital poster featuring a female athlete in motion with the text 'All Together Now' at an outdoor staircase. The poster promotes a running event in Singapore.

On top of the main key visuals, a series of more than 10 sub-visuals were developed to be adapted across a wide range of media from OOH, to print, to below-the-line to digital and social media.

Double-decker bus with a sports-themed advertisement featuring runners and text about the Singapore Marathon, including dates and a discount offer.
Two people running down stone stairs outdoors at dusk, wearing athletic clothing and watches, with text overlay that says "OURS TO RUN" and "Singapore Marathon 2018".
Green background with white silhouettes of three runners and bold text that reads 'WE ARE A TRIBE OF OUR OWN AND SCREAMS OUR RUN'.

100 PLUS X SCSM: Visuals were expanded to 100 PLUS drink cans, the official beverage for the run. And also for use in 6-sheet posters, bus-shelters that is near the designated running route locations, MRT light boxes and buses wrap to gain a wider exposure for the run.

Six blue cans with a design that says "This Time Will" and features an athlete in motion, along with additional text and logos related to Singapore, dated December 2-3.

Post Run Ad

Be prepared to #takeoverthecity for the upcoming Standard Chartered Race.

Poster advertising a Singapore event titled '#SCSMTakeoverTheCity' scheduled for November 29-30, 2019, with a black background, large white and green text, and details about the event.
Bus stop shelter with illuminated poster promoting a city event called 'SCMS2019' taking place on November 29-30 in Singapore, at night. The poster has large black and white text with green accents, and is surrounded by greenery and parked cars.

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