Hero World Challenge
Twenty players, one week, and everything that has to be ready before the first tee time.
- Role
- Creative direction, environmental design and event collateral
- Years
- 2014 to now
- Explore
- heroworldchallenge.com
The problem
The Hero World Challenge is a PGA TOUR event hosted by Tiger Woods, played each December at Albany with a field of twenty of the world's best golfers. It raises money for the Tiger Woods Foundation, the Tavistock Foundation and the Bahamas Youth Foundation. Patrons, players, sponsors and television all experience it differently, and it all has to feel like one event.
The constraint
A tournament is a brand that exists for one week. Everything is built, printed, installed and finished against a date that does not move, on an island, in front of cameras. There is no second draft.
The decisions
The Hero World Challenge grew out of the Tavistock Cup, where I'd run event creative for years. When it came to Albany, we built its first brand there. From there the work covered the whole week: event design and graphics, the environment on the course, the evening events, and a 165-page tournament journal.
The last ten percent 99
The journal. The tournament lasts a week. The book is what's left when the stands come down, so it gets the same care as the course: the photography, the pacing, the paper. It's made again every year, and every year it's held to the same standard.
What changed
The Hero World Challenge has become a fixture of December at Albany, and the work around it is still made every year.
Credits. Host: Tiger Woods. Venue: Albany.