CHALLENGE

How do you inspire a new generation of golf fans without alienating the clubhouse? The key is balance. The name had a well-deserved weight but the brand was light - there was an opportunity to be different and challenge convention, all whilst strengthening ties within the golfing community.

With a logo nearly 20 years old and a colour palette from the print era, big change was calling. The question was, with such an open field, which direction made sense?

STRATEGY

It began with crafting an authentic brand voice; one that would communicate their journey to date but with a clear vision for the future. Built upon European Tour’s three guiding principles of being global, innovative, and inclusive, ‘Driving Golf Further’ gave the brand a new sense of purpose. It was the perfect foundation for a new and exciting aesthetic. 

SOLUTION

Just like a round of Golf, the creation phase began with a tee – the ‘Tour Tee’ as it’s now known. A symbol of anticipation and possibility, it’s a storytelling device that injects a strong sense of spirit, a call to new fans to join. And just like the winning shot, it brings the crowd together, audiences and stakeholders alike. 

For the motion theory we adopted a simple approach: build a system that elevates the Tee.

RESULTS

Since our rebrand, the European Tour secured a new title partner for the 2022 season onwards and has completed its global transformation, emerging as the DP World Tour.

The partnership signaled a new age for the Tour with increased prize pots, more investment in grassroots and expansion to the women’s game. The only thing that’s not changed is the brand.