Marking the end of a long-term relationship with Embassy, 888.com wanted to ensure that the event's branding eradicated spectators' association with the tobacco giant.

Icon was asked to present concepts and ideas to 888.com in order to give the tournament its new identity.  Familiar with the genre having had a 6 year association with World Snooker Events, we were more than able to rise to the challenge.  We were given the task of branding both the internal and external areas of the venue, the Crucible theatre in Sheffield - in particular, the televised arena.  Emphasis was placed on the visual impact within this area since it would be here that both theatre and television audiences would be conscious of the change in branding.

The end result was as hoped and we were delighted to have met all the requirements as requested by 888.com.