ART DIRECTION
As the Art Director with the LPGA for two decades, I oversaw the visual direction of our diverse brand portfolio, including the LPGA Tour, Epson Tour, and the LET (Ladies European Tour). I was also privileged to contribute to major events like The Solheim Cup and The Founders Cup and initiatives such as Girls Golf, LPGA Professionals, and the LPGA Women’s Network.
Throughout these years, I mentored in-house talent and led our team in collaborations with freelance artists, ad/PR agencies, and video production companies.
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BRAND ADVOCATES
an art direction protocol
I developed the Brand Advocate system for the LPGA, which empowered the designers to lead their brands’ creative direction, fostered team cohesion, and ensured consistent, mission-aligned marketing.
I implemented this system to address the diverse issues within the LPGA’s global brands.
This system empowered designers to take ownership of the brands assigned to them within the LPGA ecosystem and lead their creative direction. It allowed for a focused approach to developing all collateral for marketing and educational outreach programs while keeping each brand on track.
In addition to our work with the various brands, we collaborated with our Legal and Marketing teams to create and develop the LPGA’s brand guidelines. These guidelines ensured that all marketing and branding efforts were consistent and aligned with the LPGA’s overall mission and vision.
ONE MILLION MORE GIRLS
campaign
Working with the LPGA Foundation, I helped launch the award-winning One Million MORE Girls campaign. This campaign aims to raise $13 million to empower another million girls globally, breaking financial barriers and fostering leadership.
The Girls Golf program, founded by LPGA Professional Sandy LaBauve in 1989, has grown from 30 girls in Phoenix to over 600 locations across 17 countries. In 2023, LPGA*USGA Girls Golf reached a milestone by engaging 1,000,000 girls aged 6-17 through youth development programs.
To celebrate, The LPGA Foundation launched the award-winning One Million MORE Girls campaign, aiming to raise $13 million over seven years to impact another million girls globally. This initiative focuses on expanding access to golf, improving program quality, and providing financial support through grants and scholarships. The campaign embodies “Excellence in Engagement” by actively involving more women and girls in golf, contributing to record female representation in the sport. Women and girls now comprise nearly 60% of net golfer growth. Female on-course participation has reached an all-time high of 26%, with girls under 18 representing the fastest-growing segment at 38%. The One Million MORE Girls campaign aims to remove financial barriers and empower every girl to discover and excel in golf, offering pathways to personal growth and leadership.
This campaign boosted team morale and garnered substantial external support and media coverage. It showcases stories of transformation and celebrates diversity within Girls Golf. The visual elements underscore the commitment to inclusivity and community outreach, striving to broaden golf’s appeal and impact across underserved demographics and regions.
I collaborated closely with Ren Sawyer, the Girls Golf Brand Advocate, and our talented design team to craft this award-winning campaign, which won the Hashtag Sports Award for Impact. The overwhelmingly positive response makes this campaign one of the achievements I’m most proud of, both for my teammates and myself.
SOLHEIM CUP
premier tournament
Collaborating with teams on both sides of the Atlantic, I helped elevate the Solheim Cup, the LPGA’s premier event, to new heights in attendance and viewership, solidifying its status as the most prestigious trophy in women’s professional golf.
The Solheim Cup is the LPGA’s premier event, drawing global attention and attendance. This biennial tournament features the top 12 European players from the Ladies European Tour (LET) and the top 12 U.S. players from the Ladies Professional Golf Association (LPGA) Tour. Renowned for its prestige, the Solheim Cup has become the most sought-after trophy in women’s professional golf. Named in honor of Karsten and Louise Solheim, founders of Karsten Manufacturing Corporation, it symbolizes a blend of golf tradition and national pride.
Collaborating with the Brand Advocate and teams on both sides of the Atlantic, I guided them in developing a consistent, stylistic look that honors each year’s location and upholds the event’s historical significance. These efforts have resulted in heightened attendance and expanded broadcast and online viewership year over year. My contributions to the Solheim Cup’s marketing have significantly elevated the tournament’s profile, making it a standout achievement in my career.
CART CRUISIN’ WITH AMY
season-long feature
As Art Director, I led the creation of a fun animation inspired by the Bewitched TV show for an interview series. This showcased our team's creativity and skill and won a Telly Award for outstanding character design and animation.
For a series developed by one of our hosts, we envisioned starting her interview feature with a fun animation reminiscent of the opening titles of the Bewitched television show to set the right tone for the series.
As Art Director, I guided the process from the initial pencil sketch by one of our artists to the final animation. After the sketch, I collaborated with our senior Illustrator specialist to finalize the art and organize the AI file for animation. Finally, I worked closely with our motion graphics specialist to bring the animation to life.
This digital illustration showcases our collective creativity and skill, earning us a prestigious Telly Award for outstanding character design and animation in the “Cart Cruisin’ with Amy” feature series on LPGA.com. This achievement highlights the power of our collaboration, and I’m incredibly proud of the team’s effort and shared success.
DRIVE ON
campaign
As Art Director, I was pivotal in the LPGA’s DRIVE ON campaign. I helped craft a cohesive narrative that elevated the brand’s global recognition and visibility. This campaign celebrates diversity, focus, and perseverance, driving significant growth in sponsorships and partnerships.
DRIVE ON has strengthened engagement and celebrated the sport's diversity by highlighting the inspiring stories of players, caddies, and others in the LPGA community. This direction in storytelling has made the LPGA more attractive to sponsors, driving growth in sponsorships and partnerships with values-driven messaging.
Positive media coverage of DRIVE ON has enhanced public perception of the LPGA as committed to empowerment and excellence. The campaign’s digital and social media efforts, which I oversaw, have increased engagement and expanded the LPGA’s online reach with emotionally resonant stories and high-quality visuals.
Beyond branding, DRIVE ON has promoted women’s sports and supported gender equity, adding corporate social responsibility to the LPGA’s brand. My contributions as Art Director have been crucial in solidifying the LPGA’s identity and fostering growth, engagement, and positive perceptions.
FOUNDERS CUP
premier tournament
By seamlessly integrating the LPGA and sponsor identities, I elevated a special event honoring the original 13 Founders, resulting in a 60% increase in media consumption and significantly boosting the Girls Golf program’s profile.
Conceived by then-LPGA Commissioner Mike Whan, this special event was designed to honor the original 13 Founders and raise money for the Girls Golf program.
Integrating the LPGA and the sponsor’s identities was paramount, achieving a seamless blend of both brands. I focused on making the player the central element while ensuring the overall design reflected the new partner’s presence. My art direction emphasized a cohesive visual narrative, maintaining brand consistency and enhancing the event’s appeal. By strategically highlighting key details and incorporating the sponsor’s identity, I bridged the LPGA and sponsor’s visual elements, resulting in a unified and compelling presentation.
Through these efforts, media consumption soared over two years from 2.3 million to over 5.8 million–a 60% increase year over year. This accomplishment showcases my ability to blend brand identities and elevate the tournament’s profile, driving substantial engagement and growth.