How do you create a sense of identity for a brand new sports team, in a brand new competition, in a sport that isn’t known for teams?
We worked with LIV Golf in its inaugural season to develop a positioning and identity for their flagship team, captained by former world number one, Dustin Johnson.
Joined by some of the world’s most famous golfers: US Masters winner Patrick Reed, the promising Peter Uihlein and the electric Pat Perez, Dustin Johnson’s idea of ‘Four Aces’ was born.
All it needed was an identity. What did these individuals have in common?
Obsessed with better. An unparalleled work rate. A desire to grind out the result, to train harder, aim higher, and believe that better is always possible. This is a team that wants to be taken seriously, and send out a clear message to their competition: no matter what you throw at us, we’ll be ready.
The idea of obsessed with better was found through discovery sessions with the players, their caddies, agents and senior LIV stakeholders. Obsessed with better not only gives the team a compelling story to tell, but also a focus for commercial sponsorship targets and merchandise opportunities.
The new 4Aces team branding was launched at the first tournament of the 2023 season in Mayakoba, Mexico. 3.2 million fans tuned in to watch the inaugural event of LIV’s second season, surpassing average viewership figures of the NHL, Australian Open and the MLS.
“Before we could sell our brand, we needed to determine what our brand was. We knew we wanted authenticity and a brand that reflected our Players’ attributes and personalities, but I had no idea how to get there. And then came saintnicks.
The team at saintnicks gave shape and purpose to our brand. Their expertise, bandwidth, professionalism and approach gave us a deep sense of confidence that we were heading in the right direction as the project unfolded. They figured us out and gave our brand an authentic meaning and a purpose that will drive our strategies for the next 10 to 20 years.
Outstanding. Thank you for everything!!”
Team Principal, 4Aces GC
We channel the team’s grit, determination and relentless pursuit for better through a series of textures – each reflecting the natural surface conditions experienced during play. The set is designed to bring a hard-working tactile, hand-crafted rawness to the design system.
Packed with attitude, personality and fighting spirit, Edinburgh SVG was chosen to be the leading typeface. When combined with Didot, an elegant serif typeface, the stark contrast is designed to disrupt and demand attention across all touchpoints.
“Thank you for all of the hard work that you and your team put into our brand identity. We couldn’t be happier with how everything turned out.”
Team Manager, 4Aces GC
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