New title sponsor inspires easy-to-navigate website design geared toward providing fans with an enhanced experience
(LA QUINTA, Calif.) – The CareerBuilder Challenge in partnership with the Clinton Foundation, the annual 72-hole PGA TOUR event in the Coachella Valley, unveiled its new tournament logo and website – www.careerbuilderchallenge.com.
The 2016 tournament, the first with CareerBuilder as title sponsor, will be held during the week of January 18, with official rounds scheduled for Thursday, Jan. 21 through Sunday, Jan. 24.
Along with CareerBuilder becoming the new title sponsor, comes a new tournament logo and website for this premier golf tournament, a California desert mainstay for nearly six decades. The 2016 event remains in the city of La Quinta, but moves its host course across the street to the storied TPC Stadium Course at PGA WEST. The other two courses are the Nicklaus Tournament Course at PGA WEST, and longtime tournament course La Quinta Country Club.
The primary goals in rebranding the tournament, once known as the Bob Hope Classic, were to announce CareerBuilder’s new title sponsorship, introduce the public to the new brand and showcase the unique elements of the tournament that amplify the spectator experience. This began with the creation of the event’s new dynamic logo. Created by Cord Media’s Kevin Reuter, the logo features a green streak that resembles the path of a golf ball going into a hole with the words “CareerBuilder Challenge” in all caps superimposed over the pin.
“Our first objective was to design the tournament logo to visually feel like an extension of the title sponsor’s brand,” Reuter said. “With PGA TOUR event logos, the title sponsor should and must take priority. Ancillary graphics were added to help immediately distinguish this as a golf event and to reinforce the word ‘Challenge.’ The concept of a ball rolling into a cup with the flag not yet removed conveys a hole-in-one.”
“Designing a new logo to convey not only a title sponsor’s vision, but provide an event with a recognizable profile that satisfies many audiences is a high-wire act,” said Bill Tait, Tournament Director.
Tait, continued, “Our new logo walks the wire wonderfully. It’s a perfect example of the direction we’re going in making the CareerBuilder Challenge one of the most spectator- and fan-friendly events on the PGA TOUR. Everything about it, from the ‘ace’ Kevin depicted to the bold, sweeping, distinctive lettering conveys an event on the move and an event that people want to take part in and experience.”
“The CareerBuilder Challenge is a great venue to connect people with our brand,” said Kevin Knapp, Chief Financial and Operating Officer for CareerBuilder. “The new look and feel of the website, logo and other promotional materials is fun and engaging, and sets the stage for an exciting event ahead.”
The tournament’s goal, to create an interactive event for fans, is manifested in the new CareerBuilder Challenge website. Also designed by Cord Media, it is not only easy to navigate, but also applicable on all platforms: from smartphones to tablets to laptop computers.
Cord Media’s Sky Lundy designed the website with an emphasis on ease-of-navigation that fits hand-in-glove with the tournament’s emphasis on spectator-friendliness and access.
“With a golf tournament that has such a rich history as the CareerBuilder Challenge, our own challenge was to present content in a way that people would expect from modern websites. Site visitors are going to immediately notice how tailored the experience is when visiting CareerBuilderChallenge.com. We’re abandoning the tired concept of endless navigation and menus by creating user paths that get visitors the most relevant information with the least amount of effort,” Lundy said.
One key feature is the constant evolution of the site. It will change and adapt as its countdown clock gets closer to tournament week. Tournament-focused Twitter conversations, live scores, Instagram pics and other up-to-the-moment items will all be featured on the site.
“The CareerBuilder Challenge site will become a destination, not a brochure,” Lundy said.
To learn more about the CareerBuilder Challenge, contact the CareerBuilder Challenge tournament office at 760.346.8184 or Info@CareerBuilderChallenge.com.