Building an Actionable Playbook

Unifying an organization and clearly articulating its role in golf


The USGA had an awareness problem amongst active golfers and was not getting recognition for its work in advancing the game.


After establishing the USGA brand purpose and experience principles, the brand architecture and visual system were defined. In addition, the US Open and other amateur championships were brought into visual alignment with respective host sites.


A playbook was developed to ensure that the USGA brand was not only expressed but experienced consistently across all interactions.

Client challenge

To articulate a brand vision, purpose and story that captures the USGA as an organization and the role it plays in sustaining the game of golf.

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