As a key partner at the Ryder Cup 2025, PwC sought to transform its on-site executive hospitality from functional to unforgettable. The goal was to create a presence that matched the event’s prestige, deep history, and intense competitive energy while making every invited executive feel the exclusive honor of being there. In addition to a dedicated hospitality lounge, PwC maintained a premium on-course presence with a private chalet, delivering white-glove, invite-only experiences for select executives.
The Challenge
With the introduction of PwC’s refreshed brand identity, the challenge was to bring this new visual language to life at the Ryder Cup 2025 in ways that had never been done before. The refresh needed to communicate the extreme rarity of access, build genuine emotional connection, and reinforce PwC’s position as a trusted, forward-thinking partner, all while serving a high-caliber, time-sensitive executive audience in a high-energy, on-course environment across both the lounge and private chalet.
Creative leadership and direction
Directed the implementation of PwC’s refreshed brand identity at the Ryder Cup 2025, owning strategy adaptation, visual system application, and full execution across all touchpoints, including the hospitality lounge and private, invite-only chalet. Applied the core theme of momentum, drawn from the game’s speed, precision, and mental intensity, to bring the new identity to life. Delivered a cohesive visual language featuring dynamic gradients, directional layouts, subtle motion cues, and bold typography to evoke forward drive and focus. Finalized high-touch materials, premium finishes, and a custom furniture collection to achieve unprecedented sophistication and seamless brand cohesion.
The refreshed system used momentum as its guiding force. Fluid gradients shifted from deep blues to vibrant accents, suggesting speed and energy. Directional arrows and layered gradient compositions guided the eye naturally across signage, welcome areas, digital displays, printed collateral, and chalet interiors.
The refreshed visual system brought clarity and structure to the narrative, making PwC’s presence feel intentional, cohesive, and elevated across both the hospitality lounge and on-course chalet. Executives responded strongly to the emotional resonance and perceived value, describing the experience as more polished, meaningful, and aligned with the Ryder Cup’s stature. The refresh set a new standard for PwC’s premium hospitality activations and strengthened relationships with key stakeholders in an intimate, high-stakes setting.
