Randy Spear

Re-freshing an Iconic Brand

The PGA of America has been part of the game for more than a century. That history is a big part of what makes the organization special, but as golf and its audiences evolve, the brand needs to evolve with them.

Working with the PGA Creative Group and Fortunato, we took a fresh look at how the brand was showing up across the organization. The goal wasn’t to reinvent the PGA of America, but to get out of the way of a great brand and let more of what makes it special come through. We refreshed the logo, refined the visual language, sharpened the storytelling and created a more connected approach across the organization.