CP Women’s Open, Tournament Rebrand
Client
Canadian Pacific
Project Date
March 2019
Category
ad campaigns · art direction · brand ids · event branding · logo design · presentation materials · social media
As the creative lead for the CP Women’s Open rebrand, I focused on developing a modern, contemporary identity for Canada’s premier LPGA tournament. The goal was to refresh the brand’s perception, ensuring it remained relevant to long-time golf fans while also attracting new audiences.
To bring this vision to life, I oversaw the creation of bold and dynamic branding, which extended across on-course signage, large-format banners, and billboards to maximize visual impact for spectators. Additionally, I worked closely with CP, Golf Canada, and media partners to craft and distribute advertisements across digital, print, social media, and outdoor placements, driving awareness and boosting ticket sales.
Creative Direction:
Led the overall visual identity refresh, ensuring alignment with CP and Golf Canada’s vision.
Experiential & Event Signage:
Designed on-course branding elements such as large-format banners, billboards, and wayfinding signage to enhance the spectator experience.
The rebrand introduced a clean, energetic visual system, anchored by a bold typographic treatment that inverted key words, a nod to the Canadian flag’s mirrored design. This subtle yet impactful detail reinforced national pride while creating a modern and dynamic aesthetic. A striking colour palette, powerful imagery, and large-format layouts ensured a high-impact brand presence across all touchpoints.
