The Chevron Championship is one of five major championships on the Ladies Professional Golf Association Tour. The event features some of the world’s most talented women athletes competing in the Tour’s first Major of the season. In 2022, we had the opportunity to deliver one of the biggest campaigns in IMG Golf’s event portfolio to mark the 51st year of the event and its last time in Palm Springs.
Working alongside the brilliant Ryan Gouge (Creative Direction) and Alex Tillbrook (Freelance Illustrator), we created a nostalgic campaign that celebrated the 51 years of the championship. Illustrating moments and memories that have stood the test of time, our creative pulled on the heart strings of many fans in Palm Springs.
I wanted the look and the feel of the campaign to have a nostalgic element to it and drew most of my inspiration from 70’s design and Bauhaus style which gives a bod towards the championships first event back in 1972. I wanted the design to have a retro and vibrant look that had never been seen before in the branding history of the event.
The visual identity we created was featured on site, on out-of-home signage and across social media (working with Tactical for the rollout). The branding was featured on TV and used as a backdrop for many of golf’s star players including world number 1 Jin Young Ko.
I wanted the large scale artwork to tell a story in the form of a timeline through history - designing each champion with their iconic moment on window clings, the back of grandstands, the clubhouse and even on lunchboxes. This campaign was a huge success and I’m super proud to have pushed the boundaries of design in Women’s Golf with this one!
