CONCEPT: EXPRESSION
After a year of being locked down and discouraged from socializing, people are craving freedom. A way to express themselves and break away from the rigid structure of the "the new norm". But how can we convey that golf can be that unique freeform outlet of self expression?
Everyone knows that 2020 was one chaotic year. But the silver lining is that it taught us to throw all rules and expectations out the window and find comfort in the chaos. People are done trying to be perfect. And we can embrace the revolt against perfectionism and show that the game of golf is more than just a pristine 18 hole course in Florida. It's messy, random and spontaneous. It's wherever you have a club, a ball and an idea.
This rebellion can manifest itself by taking the brutal ugliness of a covid world and integrating it with the simple concept of the game of golf. "Anti-design" was big in the pre-pandemic years but dialing that chaotic design aesthetic back and combining its disarray with the organized structure of minimalism can create a method in the madness. This can portray a sense of uniqueness that not only relates to the diversity of golf itself but the diversity of the golf community.
Preliminary CONCEPTS
FINAL BRANDING
With the help of the PGA TOUR Creative Studio and other talented designers the final branding came together to create a fun and non-traditional approach to the world of golf.
