Bowls New Zealand is the national governing body for lawn bowls in Aotearoa. Alongside competition and participation, the organisation plays an active role in promoting community wellbeing and using its platform to support important health initiatives.
Branding, Graphic Design
Check Your Bowls
SMG Digital Designs partnered with Bowls New Zealand to develop the Check Your Bowls campaign, a visually led awareness initiative focused on breast, testicular and prostate cancer. The campaign used strong photography and minimal typography to spark conversation and encourage early detection within the bowls community.
Client Overview
Project Scope
The scope of work focused on creative direction and visual execution for a national awareness campaign. This included campaign concept development, photography guidance, and the creation of consistent visual assets that could be used across print and digital channels.
Design Work
The Check Your Bowls campaign creatively promotes cancer awareness through a simple, recognisable visual idea: bowls held at the chest or groin to prompt checking behaviour.
Design work completed included:
- Campaign concept and art direction
- A detailed photography playbook guiding composition, styling, inclusion, and consistency
- Direction for the creation of 50–60 breast cancer images and 20–30 testicular and prostate cancer images
- Logo design for the campaign
- Poster design using a restrained, minimal typographic approach to support the imagery
The final outcome was a cohesive set of visual assets designed to feel approachable, inclusive, and immediately recognisable within the bowls community.
Client testimonial
Photography Gallery
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