Various LIV Golf merchandise including a green and white LIV Golf bag, a white LIV Golf flag, a staff badge with Tara Slattery's name, and a golfer teeing off on a golf course with LIV Golf branding in the background.
Golf tournament scene with a player on the course, spectators watching, a scoreboard showing scores, and tournament branding materials, including a green and blue LIV Golf banner.

LIV Golf Rebrand

LIV Golf's rebrand was an opportunity to redefine the visual identity for a growing global sports league. I led the creative development of the new brand system from concept through execution, creating the expanded color palette and architecture, pattern library, graphic language, and the principles that guide their application. I also established the foundational design standards used across every touchpoint, resulting in a cohesive, scalable identity that spans digital, social, broadcast, environmental design, merchandise, and live events. The system was built to bring greater consistency, flexibility, and longevity to the brand as it continues to evolve.

A group of children and adults at a golf tournament, with children signing autographs and a man in golf attire smiling and interacting with them.
A group of children and adults at a golf tournament, with children signing autographs and a man in golf attire smiling and interacting with them.

Meet the Team

  • Banner with text promoting golf tickets and online sales, featuring the words "BUY TICKETS," "LIVGOLF.COM," and "INDIVIDUAL STROKES".
  • The image shows the name 'Bryson DeChambeau' on the left and 'Collective Glory' on the right, with a dark background and abstract design elements.
  • Event banner for World-Class Golf 2026 in South Africa with a location pin icon.
  • Text on a green background announcing a waitlist for March 20 to 22, with a date of February 13, and a right arrow for navigation.
  • Sign for live concert after golf event with a concert stage and a globe icon.
Back of a person's head with brown hair, wearing a white cap with navy blue logo, against a clear blue sky.
Multiple infographic pages related to LIV Golf, displaying logos, brand elements, typography, color schemes, and promotional content for LIV Golf.

As LIV Golf evolved from a disruptive startup into a global sports league, the brand evolved with it. Guided by the principle stable, not static, the rebrand brings strength through simplicity with a refined visual identity and flexible system built to scale across every brand touchpoint.

Empty light-colored surface with subtle textured patterns
Empty light-colored surface with subtle textured patterns
A close-up view of green grass.
A close-up view of green grass.
A close-up of a dark, textured surface, possibly metal or painted material.
A close-up of a dark, textured surface, possibly metal or painted material.

The palette is rooted in the environments where golf lives - land, sea and sun-warmed dunes. Each tone reflects the game’s natural rhythm: grounded, expansive and full of possibility.

Diagram showing different focus palettes for team and individual activities, including core live golf, team focus, and individual focus, with descriptions of each focus area.
Two golf players shaking hands on a golf course, with one holding a large trophy and a bottle of champagne, wearing matching light blue shirts and caps, celebrating victory.
A male golfer in a patterned shirt and red cap is swinging his golf club during a tournament, with a crowd of spectators watching behind a barrier.

Rather than applying color stylistically, the system used color to define context. League moments were expressed through a tritone palette, while duotones signaled more focused player and team narratives, creating consistency across every touchpoint while strengthening the story behind each piece.

The dynamic leaderboard below shows the system in action, using these distinct color treatments to clearly differentiate between individual and team competition.

A male golfer in blue shirt and cap swinging his golf club against a bright blue sky, colorful rainbow and rainbow-colored light effects overlay the image.

The Kinetic Shapes are core elements of the brand’s visual system, inspired by the natural motion of a golf swing. Takeaway, Downswing, Impact, and Trajectory each capture a distinct moment of movement, bringing energy, rhythm, and forward momentum to the identity.

Abstract pattern of black and gray circles arranged in a zigzag design.
Abstract pattern of black and gray circles arranged in a zigzag design.
A man playing golf, swinging a golf club during daytime with a clear blue sky and trees in the background.
Pattern of white dotted rings on a black background
Pattern of white dotted rings on a black background
A man wearing a black shirt, black shorts, white shoes, and a blue cap preparing to tee off on a golf course with a golf club, a golf ball, and a tee.
Stylized pattern of white dots against a black background, forming diagonal lines and geometric shapes.
Stylized pattern of white dots against a black background, forming diagonal lines and geometric shapes.
A man hitting a golf ball out of a sand bunker on a golf course, with sand flying in the air, green grass in the background, and wearing a floral shirt, gray pants, and a white cap.
Black background with white dotted circles arranged in a grid pattern.
Black background with white dotted circles arranged in a grid pattern.
Billboard showing a group of people at a golf event, with a man holding a large trophy and spraying champagne, surrounded by smiling crowd, and text that reads "Fuel and Feel the Action" with a website URL livgolf.com.
Billboard showing a group of people at a golf event, with a man holding a large trophy and spraying champagne, surrounded by smiling crowd, and text that reads "Fuel and Feel the Action" with a website URL livgolf.com.
List of world cities with symbols next to each name, including Riyadh, Adelaide, Hong Kong, Singapore, South Africa, Mexico, Washington DC, Korea, Andalusia, Louisiana, Indianapolis, and Michigan, on a green background with white text.
List of world cities with symbols next to each name, including Riyadh, Adelaide, Hong Kong, Singapore, South Africa, Mexico, Washington DC, Korea, Andalusia, Louisiana, Indianapolis, and Michigan, on a green background with white text.
A person is filming a man holding a microphone in front of a green background with sponsor logos.
A person is filming a man holding a microphone in front of a green background with sponsor logos.
Close-up of a blue fabric with the LIV Golf logo printed on it.
Close-up of a blue fabric with the LIV Golf logo printed on it.
A group of five people standing on a stage in front of a large screen displaying the words 'LIV GOLF' at an indoor event with audience members visible in the foreground.
A group of five people standing on a stage in front of a large screen displaying the words 'LIV GOLF' at an indoor event with audience members visible in the foreground.
Glass doors with abstract green and black dotted circular designs, flanked by two illuminated vertical signs with green lettering spelling 'JAYCE'.
Glass doors with abstract green and black dotted circular designs, flanked by two illuminated vertical signs with green lettering spelling 'JAYCE'.
A golfer in mid-swing on a golf course with a crowd of spectators watching, and a large sign in the background advertising live golf tickets starting at $30.
A golfer in a navy blue shirt and hat swings a golf club during a tournament at Trump National Golf Club in Bedminster, New Jersey, with spectators taking photos and watching.
Gautam golfer swings club during a competition at a golf course, with a large digital screen displaying his name and image in the background, and a crowd of spectators watching.
Gautam golfer swings club during a competition at a golf course, with a large digital screen displaying his name and image in the background, and a crowd of spectators watching.
A crowd of people standing and cheering at an outdoor event, with a large digital screen in the background showing a green and black design. Two individuals are prominently visible in the foreground; a man with dark hair and a beard, holding a microphone and raising his index finger, and a woman with long hair, wearing a teal shirt and a red skirt, also raising her index finger.
A crowd of people standing and cheering at an outdoor event, with a large digital screen in the background showing a green and black design. Two individuals are prominently visible in the foreground; a man with dark hair and a beard, holding a microphone and raising his index finger, and a woman with long hair, wearing a teal shirt and a red skirt, also raising her index finger.
A man wearing a white cap and a blue vest with a green strap, which has the word 'VOLUNTEER' on the back, stands on a golf course with arms raised. In the background, there are people sitting in a balcony and a person in an orange shirt preparing to swing a golf club.
A man wearing a white cap and a blue vest with a green strap, which has the word 'VOLUNTEER' on the back, stands on a golf course with arms raised. In the background, there are people sitting in a balcony and a person in an orange shirt preparing to swing a golf club.

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