Creative Director and Lead Designer. I build worlds through design turning product into stories that moves culture.
“Pardon my Passion“ - MUI
Creative Director and Lead Designer. I build worlds through design turning product into stories that moves culture.
“Pardon my Passion“ - MUI
“IN THE ROUGH”
PUMA - HOOPS x GOLF
SS 24
Category: Cross-Sport Collaboration
Overview
For the Rocket Mortgage Classic PGA Tour event at Detroit Golf Club, I was briefed by the Puma Basketball team to create a graphic story for Puma Golf. The opportunity was special as a Detroit native tying the city’s sports culture with golf in a playful, crossover narrative.Creative Direction
The design direction took inspiration from comic strips and slapstick comedy, with a nod to The Three Stooges. The concept, titled “In The Rough”, imagined Detroit’s professional team mascots hitting the golf course together with Puma macot Dylan.Design Process
- Sketched and developed caricature-style mascots of Detroit’s sports teams.
- Built the “In The Rough Golf Crew” logo and wordmark to brand the collection.
- Created multiple graphic variations mascots driving golf carts, swinging clubs, and interacting in a lighthearted way.
- Balanced Puma Hoops’ bold graphic DNA with Puma Golf’s more lifestyle-oriented approach.
Impact
The project added a fresh, youthful spin to Puma Golf at a high-visibility PGA Tour event, standing out with storytelling tied directly to Detroit culture. It showcased how sports mascots normally seen courtside or fieldside could be repurposed into golf graphics that connect with a broader fan base.Key Highlights
- Cross-category collaboration between Puma Basketball and Puma Golf.
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Detroit-native perspective infused into storytelling.
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Comic strip inspired mascots created unique, playful golf graphics.
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Branded the collection as “In The Rough”, blending sports and humor.