Hyland needed to raise brand awareness particularly among executive decision makers. One of the ways to reach this audience is to connect to their passions outside of work. This is how Hyland’s first ever sponsorship program with professional golfer Xander Schauffele came to be.

Research has shown that there are emotive and rational influences in business decision making. Therefore the creative direction leans into both influences. The strong tie to Xander, the openness of the sky, vast golf course footage along with the use of green and blue speak to their emotive side. Hyland being the tie to better business performance connects to their rational side. Xander's signature was included to create a beautiful texture and visual pause while representing a cue of authenticity.

I led brand creative direction of internal and external creative teams. I created alignment of visual direction for consistent work with "logo sleevage" at the forefront.