The PGA

The Professional Golfers’ Association – the world’s oldest PGA and a cornerstone of the global golf community. Tracing their founding as far back as 1901, The PGA® was created to elevate professional golf and champion those who make their living through the game. The PGA and PGA Professionals exist to enhance the golfing experience of hundreds of thousands of golfers across the world.

Today, with a membership of over 8,000 across 80 countries, The PGA continues to shape the sport at every level. From training and educating professionals to degree level, to supporting careers in coaching, club management and beyond, The PGA equips its members with the expertise to grow the game and enrich the experience for every golfer.

It’s a partnership built on shared values: excellence, heritage, and a deep commitment to the future of golf. Working with The PGA marketing and design team, we helped deliver a brand evolution and full digital transformation project.

The existing identity, established in 2013, was increasingly dated, particularly in the context of digital communications. Its typography and creative language placed limitations on how the brand could behave visually, offering restricted flexibility, hierarchy and readability across digital platforms.

Our approach was to retain the established logomark as the anchor, while building a more distinctive and recognisable visual world around it. Colour, typography, graphic devices, layout and imagery now work together as a cohesive system, giving The PGA greater freedom to communicate its many different facets – from membership and education to tournaments, people, partnerships and the wider golf industry – without compromising consistency.

The ambition was to create an identity that felt less restrictive and more expressive, while remaining unmistakably The PGA. Its heritage, credibility and authority needed to be preserved and, importantly, undiminished wherever it appeared. The logo remained unchanged.

Bringing the heritage Members’ crest into the system to support the primary logotype, we developed a structured, grid-based visual system, introducing a more flexible colour palette, a bold typography system and a suite of graphic devices. The new system works together with greater flexibility and robustness across digital and physical touchpoints, and across business areas.

The result is a more cohesive, adaptable and understated identity system; one that gives The PGA greater creative freedom, while providing the structure, consistency and flexibility to evolve with the organisation and the platforms it communicates through.

The PGA needed a digital platform that better reflected its status while providing a more connected experience for Members, trainees, employers and the wider golfing community.

The objective was to modernise the organisation’s online presence, improve access to key services and create stronger connections between The PGA’s various digital systems.

The project began with a full-day discovery workshop involving key partners from across the organisation. Together, we mapped user journeys, reviewed existing pain points and identified opportunities to better connect The PGA’s digital services. The findings informed a complete rethink of the website structure, resulting in simpler navigation, clearer pathways to key services and a more intuitive experience for both Members and non-Members.

Content and communication clarity were also key areas of focus. We redesigned the news and insights experience to improve readability, content discovery and engagement, providing The PGA with a more effective platform for updates, promoting initiatives and communicating with Members. The result is a more polished publishing platform that allows content to be surfaced more effectively.

At the centre of the project was MyPGA, a dedicated member hub designed to become the digital heart of the organisation. By integrating Microsoft Dynamics membership data through a bespoke single sign-on solution, members can now access personalised content, manage their accounts and engage with PGA services through a significantly improved login experience. The bespoke authentication framework required the integration of multiple third-party platforms and membership systems, creating a secure and seamless experience across previously disconnected services.

The platform also integrates with tournament management, learning and course booking systems, establishing the foundations for a more connected digital ecosystem and bringing previously fragmented services together within a single experience.

Alongside the public site, we developed a dedicated and tailored recruitment platform. The bespoke jobs board allows employers to advertise vacancies, manage applications and promote opportunities directly to PGA professionals and trainees. Job seekers can create profiles, upload CVs and apply for positions through a streamlined process, while selected vacancies can be restricted to set audience profiles.

More than simply a recruitment tool, the platform has become a valuable commercial asset. Employers can purchase job listings and promotional packages, transforming the site into a specialist marketplace that connects talent with opportunity while generating considerable ongoing revenue for The PGA.

The result is a modernised, integrated digital platform that better reflects The PGA brand. By combining a refreshed UX experience, improved journeys, powerful system integrations and new commercial opportunities, the website now delivers greater value to its audiences while providing a scalable foundation for future growth.