Type of Work

BrandingStrategyVisual DesignExperiential Design

Bush Institute Warrior Open presented by AT&T

The Warrior Open underscores the importance of sports as a rehabilitation component for our men and women injured on the front lines.


The Bush Institute Warrior Open Golf Tournament at the AT&T Byron Nelson, presented by AT&T, is held in May each year, immediately following the Salesmanship Club of Dallas’s AT&T Byron Nelson at Trinity Forest Golf Club. It began in 2011 for United States military personnel seriously wounded or injured since September 11, 2001.


As part of their support of the Bush Institute Warrior Open for 2018, AT&T asked us to work with them to develop a new identity system for this yearly charity golf tournament. Working with core elements of the Bush Institute brand, we maintained the patriotic foundation of the identity while linking the design to the Republic of Texas Lone Star and President George W. Bush’s nickname “W”.

Warrior Open Identity

01 Visual Language

The final identity was a hybrid of the American flag, the "W" from the Warrior Open and George W Bush, and a tribute to the Lone Star state.

Warrior Open Blue Panel

02 Exploration

Part of our process is an extensive identity exploration. For the Warrior Open, this approach generated a wide range of inspiring options for our client to choose from.

Warrior Open Identity Exploration
Warrior Open Golf Ball
Warrior Open Flag and Shirt
Warrior Open Trophy and Hat
Warrior Open Shirt and Golf Bag

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