Case study: brand management program for the Pink Cup Charity Classic

Brand Marketing

We helped a home-grown charity raise funds to fight the disease women fear most.

Whenever possible, we align ourselves with people and projects that make a meaningful impact in the community. The Pink Cup Charity Classic is just such a project. It’s an annual event that brings friends, family and golf enthusiasts together for one truly memorable day, and that generates much-needed cash for breast cancer research. We were there for the inception of this special brand at a Calgary restaurant in 2010. We helped event founders Jenn Birchall and Pat Murray brainstorm a name. We then began work in earnest on a visual identity and design system for the fledgling Pink Cup brand.

The varsity-inspired wordmark was designed to invoke an essence of sportsmanship, and to look sharp on ball caps, banners and everything in between. We introduced a design system to keep the brand cohesive across all touchpoints. During the event itself, we supply contingent marketing muscle including photography, videography and social media support. The epitome of a bootstrap operation, the Pink Cup has donated more than a half million dollars to groups like the Alberta Cancer Foundation. We continue to help the Pink Cup team tell its story, engage its stakeholders, and ultimately kill cancer.

Services Provided

  • Name Development and Domain Reservation
  • Visual Identity and Design System
  • Brand Touchpoint Design System
  • Website Development and Hosting
  • Social Media Branding and Management
  • Marketing Communications
  • Event Day Support
  • Location Photography/Videography

What was the outcome?

Now in its ninth year of operation, the Pink Cup brand has entrenched its status as a top-shelf charity golf event that delivers fun and raises funds. It has garnered dozens of recurring sponsors including Sport Chek as a title sponsor, and has generated more than $500,000 to date.

“In my mind, the Tangent Civic brand is synonymous with exceptional work. I have the utmost trust and confidence in these people; the Tangent Civic team is an absolute pleasure to work with. I set my expectations so very high, and they scale them effortlessly every time.”

Pat Murray | Chair, Pink Cup Charity Classic

How else do we help progressive organizations communicate?

Talk to us about brand strategy.

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