PGA TOUR Canada + Better Dreams

Introducing a hockey community to the world of professional golf.

Services: Brand identity, graphic design, and illustration for print, screen, out-of-home, and environmental installation

Product: Logo, visual identity, event wayfinding signage, event collateral, fundraising package, and omni-channel advertising campaign

Client

PGA TOUR Canada is a series of tournaments played in Canada each summer, with one stop in the U.S., where tomorrow’s stars begin the path to the PGA TOUR.

pgatourcanada.com →

Team

Agency: Generator Strategy Advertising

Partner Agency: Sencia Web Solutions

Barry Smith

Heather Cranston-Lesniewski

Amanda Phillips

Scott McKay

Robin Moss

Scott Smith

Sue Prodaniuk

Sean Davies

Greg Dubeau

Amidst a bustling scene of people and tents, the entrance signage and map stood out prominently at the inaugural Staal Foundation Open presented by Tbaytel.

Staal Foundation Open presented by Tbaytel: A new event by PGA TOUR Canada

The Staal Foundation Open Presented By Tbaytel (→) joined the roster of tournaments on the PGA TOUR Canada’s pro-amateur Mackenzie Tour (→). As a fresh addition to the circuit, it was crucial to lay a solid groundwork for the brand’s future development in subsequent years of competition.

Being a newcomer on the McKenzie Cup Tour meant adhering to strict PGA TOUR Canada operational guidelines, encompassing corporate communications and sponsorship protocols. To foster excitement, we merged sponsorship and informational materials, ensuring transparency for both corporate stakeholders and local members of the golf community.

Tiled mosaic of tickets for the Stall Foundation Open presented by Tbaytel.

Front and back of the official scorecard for the Port Celebrity Pro-Am.

Detailed look at the course map illustrated for the official tournament scorecard.

A golf tournament brand identity inspired by a hockey town

The visual identity of the brand drew inspiration from the esteemed reputation of the tournament’s namesake, the Staal brothers, renowned NHL hockey heroes in the local community. The subsequent marketing and design materials exuded an athletic aesthetic, infusing the brand with energy, playfulness, and humor.

In collaboration with local designers and builders, we ensured a cohesive representation of the brand across various touch points including the website, apparel, social media content, wayfinding signage, marketing collateral, and exhibition design.

Close-up of the hole sponsor page of the tournament sponsorship package.

Close up look at the daily and weekly ticket layout design.

Tagline for the tournament, "The Roar Starts Here".

Social media prompt card for professional golfers.

Event lanyard recycling drop-off station signage.

A female volunteer in a purple shirt holds up a yellow hand-sign used to quiet the crowds of spectators.

Four volunteers wearing their branded purple shirts.

NHL legend, Bobby Orr, wears a Staal Foundation Open presented by Tbaytel hat while taking a photo with a young fan.

Responsive layout of official website landing page mocked up on a desktop computer, tablet, and mobile phone.

The Staal Foundation Open presented by Tbaytel was an absolute success

The inaugural event was a success raising over $250,000 for local charities and promoting Northwestern Ontario as a world-class golfing destination. The event was renewed for an additional three years on the McKenzie Cup Tour.