We were tasked by the Valero Texas Open to rebrand them in a way that captured the essence of Texas. We knew this was more than a shift in images and typography, but a complete overhaul of the spirit and culture of the tournament. We dug right in by getting out in the hill country, touring the back roads, talking with true Texans and getting a complete look at the people behind the tournament. We think the results are true, engaging and most all Unapologetically Texan.

In developing the tag line, Unapologetically Texan, we wanted a bold statement that spoke to what it means to be Texans. We wanted something that captured the pride, the sense of place, the deep allegiance people have to the state and the unapologetic way in which Texans truly embrace who they are. This spoke volumes to us and we wanted this to jump out immediately as a tone setting gesture for the event which has a deep history of tournament play and connection to the community.

From there, the other pieces fell into place, giving the Valero Texas Open a strong voice that works in perfect harmony with their big move to the brand new TPC San Antonio golf course for the 2010 tournament in May.