Launching Sun Day Red wasn’t just about introducing a new brand. It was about building a system that could carry a legacy forward.

Working with Tiger Woods, we developed a visual and storytelling framework rooted in precision, discipline, and evolution. A simple sunrise motif became the organizing idea, shaping everything from color to composition and establishing an ownable red-centric identity.

The system was designed to scale across film, product, social, and retail. Each expression felt intentional on its own while contributing to a larger, cohesive narrative.

The launch created immediate momentum, from rapid audience growth to strong early demand, but more importantly, it established a foundation the brand can build on over time.