The 2024 U.S. Open Golf Tournament took place at the historic Pinehurst Resort in North Carolina, a venue rich in tradition and legacy. For American Express's activation at the event, we sought to capture the essence of Pinehurst's storied past while blending it with a modern, refined aesthetic. The design approach was rooted in a classic, old-school vibe that paid homage to the history of the sport while ensuring a seamless integration with American Express' brand identity.

As graphic design lead, I created every element of this event and designed a set of custom patterns that incorporated golf emblems and subtle nods to Pinehurst's iconic heritage. These patterns were paired with American Express' signature color palette, adjusted to evoke the serene and timeless qualities of Carolina blue. The balance between the classic golf imagery and the fresh, refined color palette helped create a visual experience that felt both sophisticated and rooted in the history of the sport.

I designed a custom mascot, lovingly named Birdie McMulligan by my team, to add some cheeky humor to an otherwise traditional graphic approach. Though we ultimately pivoted away from using Birdie for the live event, I’m sharing some of his designs here as I still love the concept.