The Challenge
For over two decades, FifthColor has partnered with the USGA to elevate the U.S. Open experience. In 2024, they turned to us for something bigger: a complete brand redesign. The goal was to modernize the event’s identity while preserving its rich tradition, creating a visual system that could be seamlessly implemented across every touchpoint—from signage to on-course activations.
The rebrand was so successful, it was expanded to the entire USGA event portfolio.
The Solution
We didn’t just refresh the U.S. Open’s look—we designed and developed a new brand that would redefine how the championship was seen and experienced.
What We Did:
- Brand Identity Development – Created a modern, dynamic visual system that balanced heritage with innovation.
- Full-Scale Brand Integration – Applied the new identity across every event element, ensuring a cohesive and striking presence.
- Custom Signage & Engineering – Produced 1,200+ signs on-site, installed 12,000+ on-course items, and developed structural branding solutions that elevated the event atmosphere.
- Immersive Player & Fan Experience –Transformed a cart tunnel into an SEG-lit player tunnel, adding a high-impact visual moment that reinforced the event’s prestige.
The Results
Designed and launched the new U.S. Open brand
12,000+ on-course branding elements installed
1,200 custom signs produced and placed on-site
300 flags and flagpoles installed across the course
A fully branded SEG-lit player tunnel experience
Rebrand expanded across all USGA events
An award winning reband
2025 Hermes Creative Awards | Platinum Winner
Why It Worked
This wasn’t just a refresh—it was a reinvention. The new brand identity modernized the U.S. Open while staying true to its legacy, creating a visual system that could evolve with the championship. Seamless integration across signage, activations, and engineered event elements reinforced prestige, engagement, and brand consistency.
Key Takeaways
The U.S. Open didn’t just look different—it felt different. A modern, elevated brand experience built for players, fans, and the future of golf.
- Bold Cycle didn’t need to change who it was, only lean into it more boldly.
- Positioning around purpose, such as transformation, connection, and wellness, drives deeper loyalty than offering specifications.
- Clear personas, a content playbook, and channel plans set the brand up for sustainable growth.
- When embedded in a larger lifestyle system, a fitness brand can transform into an experience brand.
