Services Delivered
Event Outdoor Signage Activation
Event Brand Guidelines Interpretation & Application
Event Promotional Signage
Event Wayfinding & On-Site Navigation Systems
The Brief & Engagement
Red Bull engaged COG Marketing to deliver event signage and wayfinding for the Red Bull Cliff Diving World Series at the Hawkesbury, one of a limited number of international host locations.
The brief demanded:
- Absolute adherence to Red Bull’s global brand guidelines and corporate identity
- Clear, intuitive wayfinding for large crowds across a complex outdoor environment
- Functional signage for athletes, media, officials, and spectators
- Scalable design solutions that could be deployed across multiple signage formats
- Production-ready artwork delivered within tight international event timelines
At a high level, the work needed to be invisible when it worked — guiding thousands of people seamlessly while amplifying the Red Bull brand at every touchpoint.
The Client
Red Bull is one of the world’s most iconic consumer brands, globally recognised for its leadership in energy drinks, culture, and elite action sports. Beyond product, Red Bull is renowned for creating and owning world-class sporting properties that set the benchmark for production, storytelling, and brand consistency.
The Red Bull Cliff Diving World Series is a flagship global event series showcasing elite athletes performing free-fall dives from heights of up to 27 metres, combining technical precision, athleticism, and spectacle in some of the most dramatic natural locations in the world.
The Solution
COG Marketing delivered a precise, production-led signage system designed to perform under real-world event conditions while maintaining Red Bull’s uncompromising brand standards.
Our approach focused on:
Brand Precision at Scale
Red Bull is famously disciplined with brand execution. Every asset — from typography and colour usage to spacing and logo reproduction — required exact compliance. Our team translated the global guidelines into on-the-ground signage solutions that remained sharp, consistent, and unmistakably Red Bull.
Functional Wayfinding & Event Flow
The signage system was designed to do more than look good. It needed to:
- Direct spectators efficiently across the site
- Provide athletes with clear scheduling and location cues
- Enable media access and controlled movement
- Frame podium moments, interviews, and trophy presentations for global coverage
End-to-End Production Awareness
Deliverables ranged from small-format printed signage through to large-scale structural elements, including diving platforms and step-and-repeat media walls. Every item was designed with manufacturing, installation, and environmental conditions in mind — ensuring durability, clarity, and consistency on event day.
Our role formed part of a broader international production ecosystem, requiring seamless collaboration, precision timing, and zero margin for error.
The Results
- Record attendance under ideal event conditions
- One of the most visually striking venues on the global Cliff Diving World Series circuit
- Seamless crowd movement, athlete flow, and media operations throughout the event
- Strong global media exposure, with Red Bull branding consistently represented across broadcast, photography, and press
COG Marketing was proud to contribute to a globally recognised Red Bull sporting property, delivering work that reflects the same standards of clarity, performance, and brand discipline that define the Red Bull name.
This project remains a benchmark example of large-scale brand execution under pressure — and a demonstration of our ability to operate confidently within world-class brand systems.
