Marking the start of major golf tournaments throughout the year, major season was initially inspired by shot tracking systems used on golf broadcasts. Providing a visual refference to the campaign tagline "The Season Starts Here" with distorted typography mimicking the shape of a tracked golf shot. Also conveying the idea of the season starting with the first shot at the first major tournament of the year.
An alternate approach I decided to take was to be from the perspective of a fan, given that there would be overlap between customers and major golf tournament attendees. With this in mind, I started to think more about where the tournament season could start for them... buying tickets perhaps? I decided to develop the creative around a ticket aesthetic that would feature subtle nods to the major tournament season, these consisted of relevant dates and numerical values that would also designed further communicate design language familiar to a tournament ticket.
