LIV Golf tasked us with executing their first-ever Upfront event in 2023, an invite-only gathering in New York City aimed at current and prospective partners. The goal was to showcase LIV Golf’s achievements during its first year, share future plans, and generate new partner interest through strategic presentations. The event aimed to immerse attendees in the LIV Golf brand with a series of custom fabricated elements that highlighted the league’s unique identity.

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The project presented a tight timeline, with only three weeks to find, permit, and activate a suitable venue in New York. The task involved scouting locations, building installations, programming the event, and staffing a show within this short timeframe. As the first event of its kind, it was crucial to deliver a premium creative experience that maintained LIV Golf’s irreverent brand tone, appealing to a high-profile audience while positioning the brand for future partnerships.

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To meet these challenges, we scouted various high-profile locations in New York, seeking a balance between chic and trendy to match LIV Golf’s image. The Public Hotel in NYC was selected for its sophisticated yet modern ambiance, which aligned well with the event’s goals. We then developed a series of abstract terrain-based graphics and a unique event identity inspired by golf course landscapes and challenges. This design approach established a sophisticated brand language that resonated with the high-profile guest list, ensuring the event felt both exclusive and authentic.

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Custom fabricated elements were integrated throughout the venue, with visual storytelling that connected LIV Golf’s first-year achievements to its future ambitions. The tone of the event combined premium aesthetics with the brand’s unconventional spirit, creating a compelling atmosphere that left a lasting impression.

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The 2023 LIV Golf Upfront achieved significant partner interest and conversions, effectively communicating the brand’s tone of voice to a high-profile crowd. The event established a strong foundation for future partner engagements, setting a new benchmark for activating the LIV Golf brand among current and potential partners.

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