The New York Golf Club is one of six teams competing in the newly created Tomorrow’s Golf League (TGL). Dreamed up by Tiger Woods and Rory McIlroy, TGL uses amped-up golf simulator technology to turn golf into an arena experience. But a new sport needs new teams.

Golf hasn't changed much since its inception. We ditched the stuffy country club vibes and embraced the city's energy. Our strategy was simple: fuse golf with the Big Apple. The Eastern Bluebird, New York's state bird, became the "birdie" – a symbol of going under par, a visual shorthand for winning. NYGC repositions golf for a broader audience, not just the elite, engaging audiences, inspiring state pride, and helping take the sport to a new level of following, fandom, and fanaticism. We gave golf a New York edge.

FOR NYGC AT LANDOR WITH CREATIVE TEAM:
ADA MAYER, LUKE MELLOY, THIJS DE JONG, JONATHAN GIL, JESUS LOPEZ AND JALEN BARR.

CREATIVE CONCEPT
LOGO DESIGN
VISUAL SYSTEM IDENTITY

TRANSFORM NORTH AMERICA 2025

GOLD Process / Best Internal Communications During a Brand Development Project

SILVER Process / Best Implementation of a Brand Development Project

SILVER Strategy / Best Strategic or Creative Development of a New Brand

SILVER Sector / Best Visual Identity by Sector: Sports and Leisure

CLIOS SPORTS AWARDS 2024

SHORTLISTED Design / Logo