Branding a Charitable Event: EDS Byron Nelson Championship

Electronic Data Systems came to us with the challenge to create a branded experience for EDS’ employees, clients and prospects while supporting the charitable efforts of the Salesmanship Club of Dallas. We needed to create a proprietary and flexible brand identity that was event-oriented and could evolve beyond its initial use and live on for years, with renewed freshness.

Not only did the Byron Nelson Championship envelope the EDS campus and the local Dallas community, but PGA officials dubbed it “…the best identity we have seen a sponsor create” for the largest charitable contribution of any PGA event. This year EDS renewed their sponsorship of the Byron Nelson through the end of the decade.

From this core identity, we applied the brand language to an array of applications including course signage, promotional items, advertising and an interactive mini-site on eds.com with proprietary content and games. The EDS website has all 3 interactive golf ball frenzy games online, as well as the tribute piece created by D&P last year to commemorate the 60th anniversary of the Greatest Year in Golf—in 1945 Byron Nelson set a record with 18 PGA tournament wins and the unheard of 11 consecutive victories.

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