Challenge

The tournament had no trouble filling tee times, but its branding wasn’t pulling its weight. A new name and a new look were the first priorities, but the bigger challenge was usability. The system needed to be editable by people who had never heard the words “smart object,” and polished enough to make even the silent auction menu look good.

Solution

We started with a new name: Guild for Good. It was short, memorable, and hinted at bigger possibilities for community giving. The visual identity leaned into whimsy without slipping into cartoon territory, anchored by a custom mascot from illustrator Jake Page. Think of a character equally at home with a nine-iron or a cocktail napkin. The palette pulled cues from Guild Mortgage’s identity but added energy and a little golf-course grit.

Every touchpoint was built to be charming and cohesive, from golf flags and drink tokens to silent auction signage. Since everything had to live in Canva, we created flexible templates designed for non-designers who still wanted things to look sharp. The result was a brand that worked as well for day-of logistics as it did for long-term community impact.