MTX Golf Tournament
MTX Golf was a women's-only golf tournament built around some of Scotland's most storied courses — a five-day play-and-stay experience centred on St Andrews, combining competitive golf with luxury travel and hospitality. The kind of event that attracts serious players and expects the brand to match.
The tournament was created in partnership with Making Trax, a sports tour company with a well-established global footprint. They knew their audience and they knew the market. What they needed was a visual identity and digital presence that could position MTX Golf as a world-class experience from its very first appearance.
Launching a new event into a premium sporting market is a particular kind of challenge. Without history or reputation to lean on, the brand has to carry the full weight of communicating quality and credibility. There's no margin for something that looks like it's still finding its feet.
Creative direction
The starting point was Scotland and what the tournament's setting genuinely meant — not as a backdrop, but as a foundation. Celtic heritage informed the creative direction, leading to an abstract symbol that speaks to the roots of the event while carrying themes of female strength and connection. It's the kind of mark that rewards a second look without demanding an explanation.
The palette — navy, soft pink and light grey — was developed to feel premium without being exclusionary. Women's sporting events can sometimes err towards one extreme or the other: either overly corporate or overly feminine. The MTX palette sits deliberately between those positions, creating something sophisticated and welcoming in equal measure. It photographs well, travels well across digital and print, and holds its own against the established visual language of high-end golf.
A phased website launch
The digital build was approached in phases, which reflected the practical reality of launching a new event with a lead time that needed to be used strategically.
The first phase was a focused landing page — built to generate early interest, capture enquiries and establish the brand's presence before the full site was ready. In event marketing, that window between announcement and launch is valuable and often underused. A considered landing page, properly designed and clearly structured, does real work during that period.
The full site followed, expanding the identity into a complete digital experience — event information, course details, hospitality offer and booking routes, all structured around the journey of someone encountering MTX Golf for the first time.
The wider system
Beyond the website, the identity extended across stationery, social assets and information packs. For an event like this, where the customer journey moves between digital discovery, personal correspondence and on-the-ground experience, consistency across every touchpoint matters considerably.
An information pack that feels misaligned from the website, or social assets that don't carry the identity properly, creates friction that undermines the premium positioning the brand is working to establish. The system was built to prevent that — coherent across applications without feeling rigid.
What it adds up to
MTX Golf launched with a brand that gave it immediate credibility in a competitive space. The identity is grounded in Scotland's golfing heritage, designed for an international audience and built to scale as the tournament grows.
For Making Trax, it established a new venture on solid visual foundations. For the players and guests attending, the brand is the first signal that the experience ahead is going to meet the standard it promises.
That's what good event branding does. It earns trust before anyone sets foot on the course.
Looking to brand your event, or looking for a visual identity for your sporting business?
