PROJECT: Visual Identity & Website Design

PXG

Revolutionizing Golf, On and Off the Course

PXG is a game-changer in the golf industry, known for its relentless innovation, precision engineering, and commitment to delivering premium experiences for golfers of all levels. As the brand evolved, PXG saw an opportunity to refine its visual identity and digital presence to better reflect its cutting-edge technology and performance-driven ethos. They partnered with Bald to create a bold, data-driven design system that elevates the brand while staying true to its uncompromising spirit.

The Challenge: PXG disrupted the golf world with groundbreaking technology and uncompromising quality, but strong awareness wasn’t translating into deeper brand connection. They needed to evolve their story beyond performance alone, building emotional relevance with loyalists and a new generation of players.

SOLUTION

We repositioned PXG with a lifestyle-driven brand narrative that shifted the focus from pure performance to the full joy of the game. Grounded in the pillars of Performance, Innovation, and Joy, the refreshed identity and digital experience were designed to connect with a broader and more passionate golf community.

Brand Pillars

When you use love your gear, you play your best, and you feel good, and most importantly, you have more fun.

Performance

Excellence is the baseline. PXG delivers uncompromising gear that unlocks potential, builds confidence, and elevates every moment on and off the course.

Innovation

PXG challenges convention with a relentless commitment to progress. Their obsession with research and development pushes the limits of what’s possible in golf.

Joy

PXG brings joy back to the game. By embracing personality and shared moments, they turn every round into something worth remembering.

Creative Pillars

Infuse the Lifestyle

Golf isn’t just played—it’s lived. PXG’s identity blends peak performance with an effortless, everyday lifestyle. Reflecting modern golf culture, we feel dynamic, modern, and undeniably fun—on and off the course.

Feel Energized by Experience

Every interaction with PXG should capture the energy and momentum of the game. More than just premium clubs and apparel, our refreshed identity shifts the focus from just what we make to how it feels to play, bringing the PXG experience to life through visual storytelling and a human touch that makes every golfer feel part of something bigger.

Designed for Golfers

PXG is built for those who expect more from their game. With relentless attention to detail, every product is crafted for precision and personalization; this human-centric approach extends through the brand’s identity, ensuring every golfer—whether a seasoned pro or a newcomer—feels like PXG was made just for them.

Democratizing the Joy

Great golf should be for everyone, and PXG brings that belief to life. With a warm personality and an unapologetic edge, our brand identity meets every player where they are—striking a balance between high-performance and approachability. This philosophy is reflected through accessible, intuitive design applications and an inviting visual language that make the PXG brand feel both elite and effortless.

Visual Language

Inspired by the geometry of golf—from the shape of a tee to the contours of PXG’s own courses—we crafted a distinctive visual language rooted in precision, energy, and boldness. The result is a dynamic yet disciplined system that elevates the brand across every touchpoint.