Results and Effectiveness

Visibility was indeed increased. But beyond that, the public also thought the signage to be appealing.

Creative Execution

Seizing on the mind aperture of golfers heading towards the golf club, we fabricated a pair of gigantic hands clad in golfing gloves. We then pinned it to the lamppost in front of the signage, and with that, instantly transforming the street lamp into a huge golf club and “magnifying” the directional signage to steer drivers into the right exit to Kinrara Golf Club.

Insights, Strategy and the Idea

The Kinrara Golf Club is the only golf course open to the public among many township developments in the same district. It’s very popular. And it’s not hard to locate. But golfers do miss the exit still. The strategy then was to leverage on the existing wayfinding and “magnify” the directional signage without having to build a brand new billboard structure simply because that would have been unnecessary spending. By some serendipity, there’s a street lamp perched right in front of the existing signage. So we latched on the idea of a cost-effective, and effective, ambient solution.