Designing for the long game.
Golf was having a cultural moment. With Tiger well into his second peak and new audiences tuning in, the PGA TOUR needed a brand that felt as ambitious as its future. But with neglected guidelines and inconsistent execution, its identity was falling short of its legacy. We helped the Tour reclaim its stature — formalizing its standards, solving persistent design challenges, and developing creative direction that could scale. Working closely with their in-house teams, we kept the brand relevant for longtime fans while signaling an exciting new era.
Brand Book
To establish a creative north star for the brand, we created the PGA TOUR brand book: an extended moodboard built on the theme of “Today & Timeless.” The book juxtaposed timeless objects — cars, watches, furniture — with archival tour photography and anthem-like storytelling, providing art direction for everyone from marketing teams to the interior designers who were redoing the PGA TOUR’s clubhouses, facilities, and stores.
Brand Guidelines
We worked closely with the PGA TOUR’s in-house creative team to formalize the visual identity system for all three tours — the PGA TOUR, Korn Ferry Tour, and Champions Tour. Covering everything from core palettes and logotype usage to business cards and on-air telecast graphics, it wasn’t about rebranding; it was about bringing discipline and scalability to what already existed.
New Visual Motifs
The PGA TOUR’s image archive was a treasure trove of world-class photography — but it lacked a consistent framework for application. We introduced a set of ownable visual motifs, including cut rows, jargon overlays, motion indicators, and visual plane layering. These tools allowed the Tour to activate both current and archival photography in ways that felt elevated, modern, and distinctly “PGA.”
Logo Redraw
The Tour’s iconic swinging-golfer logo — while recognizable — proved difficult to embroider cleanly at scale. To solve this, we drew a simplified, type-free “pillbox” variant of the mark for stitched applications. Accompanied by detailed usage rules, the redraw offered the PGA TOUR’s merchandising business a technically sound yet on-brand solution.
