A Case for Place-Based Identity | Ashley Bailey Designs
An International Stage.
A Local Story.
Every April, Augusta, Georgia becomes the center of the golf world. Players travel from Japan, Spain, Ireland, Australia, South Africa, and dozens of other nations to compete on the grounds of Augusta National Golf Club. Television audiences in over 200 countries tune in. The leaderboard is populated with surnames from every corner of the globe.
And yet — for decades, the tournament’s brand identity has leaned on iconography rooted in the United States as a nation. The problem with that choice isn’t subtle. It is, frankly, a geographic and cultural mismatch that no serious branding firm would recommend today.