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GIVING BACK TO THE COMMUNITY: The folks in Championship Management department of the PGA TOUR asked for a piece that would be inserted into the Sunday Florida Times Union to kick off the THE PLAYERS Championship charity week. Its purose: Communicate the giving back efforts of THE PLAYERS Championship. This piece uses scale to convey the large sum of money donated by the tournament. The belly band creates a space to place other various facts as well as divides the spread into quadrants for the four stories. Ahh, the synergy of form and function! |
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| RECRUITING THE BEST: The PGA TOUR Intern Program strives to recruit the brightest young talent. These interns are selected from all across the country and play a role in every aspect of the TOUR. The bold colors on the black ink background coupled with a varnish technique communicates the rich educational experience this program offers. |
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| ALL THE INFO: The media guides contain all the important information concerning the players. Information as detailed as a players education, how tall they are, how many kids they have, and oh yeah, loads of golf statistics. These covers present the previous years top players. The spot silver ink and layers of geometric shapes communicate action and excitement. Players on the TOUR can create amazing situations with their superb skills. |
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| HUNGRY?: The PGA TOUR Grill opened in the summer of 2006 just outside of Washington D.C. The restaurant came to us at PGA TOUR Creative to create a high end, classy menu. I chose an uncoated laid 100# cover stock and had the logo foil stamped on the head. The front of the menu has dinner selections while the reverse serves as a wine list. The subtle glow around the edge adds to the warmth and traditional feel the restaurant was looking for. |
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| LICENSING THE BRANDS: Licensing Partners International, LPI, came to PGA TOUR Creative for a brochure design that would show all of there partners and explain how they have streamlined many aspects of the licensing business to make the most of there clients brand. An accordion fold allows the brochure to become a display piece so that it may stand on its own and encourages people to pick it up. |
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| ENERGIZING HOSPITALITY SALES: When CEOs need a place to entertain their clients and guests, there is nothing better than a major championship. Venues featured in this brochure give those guests special amenities while at the tournament. The skewed grid ads to the energy oriented theme of this sales piece. |
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| SETTING THE STAGE: When tournaments ask for posters I create them so they can be applied to all of their different needs from programs to pairing sheets, billboards to tickets. This approach helps the tournaments communicate the consistent message necessary in all of their collateral. |
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| PUTTING ON THE FACE: I get a lot of jobs that don't need an entire overhaul, sometimes they just need a facelift. Here are a few examples of brochure covers that get updated year to year. |
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| TOUR ZONE: The TOUR's effort to increase fan involvement. This tent get's put up each year with a variety of interactive things to do, virtual golf, putting greens, pictures on magazine covers and usually a display of some famous golfer. | THE EAGLE CLASSIC: This was a logo created for the purpose of creating branding guidelines for a mock tournament. | THE FRIED EGG: This was the proposed mark for an internal newsletter promoting PGA TOUR Creative to other departments. |
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| WORLD AMETUER HANDICAP CHAMPIONSHIP: Proposed logo for the worlds largest golf tournament. Held in Myrtle beach, over 2000 amateur golfers from around the globe pack their clubs and hit the links for a chance at this beast. | Q SCHOOL: Proposed logo for the most feared week of golf. Players trying to keep their cards and rookies trying to knock them out, it is quite a challenge. The shape of the Q letterform is reminiscent of a ball being hit with a wedge out of the sand. | MONTEREY PENINSULA CLASSIC: Proposed logo for the California tournament, Probably a little too playful for the TOUR's taste, but I still like it. |
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| COMMISSIONERS CUP: When Superbowl XXXIX came to Jacksonville, the commissioners of the NFL and the TOUR hosted the many CEO's in town for the big game. This was a proposed logo to accompany all items pertaining to the event. | GOLF 20/20 ANNIVERSARY LOGO: The organization that is somewhat of a steering committee for the future of golf, Golf 20/20, was having there fifth year anniversary and needed a logo for all pertinent materials associated with the event. Combining the crescent into the shape of the 5 was a nice way to tie the two together. | DRIVE TO $1 BILLION: Since 1938 the TOUR has been giving money to charity, in November of 2005 they reach $1 billion in charitable contributions. This mark was used on everything from advertising, to television as well as the main signage for the ceremonial "Drive" during the first round of the tournament. The honor to hit the drive was granted to many professional golfers of past and present. |
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| PLAY WITH THE PROS: The marketing folks needed a little help with this one. They brought PGA TOUR Creative an ad that needed some work, so I overhauled it but kept the main theme of being next to the pros in contact. However if you think about it, you have to wonder if the players throttle back a little when they play with the amateurs. | CONGRATULATIONS!: At every tournament there is this challenge. Whoever leads the pack after the cut gets a huge check to give to the charity of their choice. The TOUR asked TOUR Creative to come up with an ad to give some recognition to the cause. The Crestor brand is clearly reinforced, front and center with the names of the beneficiaries around the perimeter. |
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| WE'RE JAZZED: At the end of April the TOUR ends up making a stop in the deep south. New Orleans plays host to the Zurich Classic. Playing off the musical equity of the location I used the theme of jazz to express the excitement the TOUR wanted to communicate about this new event. The trumpet provides a stark contrast with the blues. This ad ran on the back page of the sports section of USA TODAY. |
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IGNITE YOUR APPETITE: An ad campaign to promote the products most important brand aspect, HOT! By combining the theme of fire with the familiar bottle shape the brand is fortified and the concept of heat is directly connected to it. Tabasco brand hot sauce has a unique attribute in that it burns so good. |
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FEARLESS: When riding down a treacherous slope or careening down the side of a mountain, the last thing you want to worry about is brain damage. Wearing a Bell helmet is like strapping on courage. Should you find your self in a precarious situation, your helmet will allow you to worry about other things than cracking your noggin open. |
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HEALTH IN A CAN: Of all things you can put into your body, tuna is one of the best. The health attributes of the meaty fish can help build muscles, lower blood pressure, and is a great source of vitamin B-12. By using the same color palette as the packaging and radiating lines the brand is strengthened and conveys a sense of energy. |
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MORE THAN YOU CAN POSSIBLY IMAGINE: As the baby boomers reach their more mature years in life there is going to be a great need for elderly care. These ads remind us to think about the amazing lives filled with many experiences that may go unnoticed and if we take the time to get to know our elders they have a treasure trove of stories to share. |
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