Living inside the rope

After years of strategic planning, The European Tour chose SapientNitro to help them undergo the biggest digital transformation in their brand’s history. Our goal was to help revitalise their brand, open up new revenue streams and engage golf fans in ways that were unthinkable just a few years ago. As a team, we came up with the organising idea: “Living Inside The Rope.” The phrase uses a known golf ideal (having the right credentials to get inside the rope and up close and personal to the players) and plays with the potential of digital to let all fans experience golf like the VIPs.

My role as senior designer was to work closely with our clients and design team to craft a unique and coherent digital experience that adheres to our organising idea. This included methods like rapid prototyping to motion & visual design. 

Client: European Tour

Agency: SapientNitro

Early exploration

We worked closely with Landor a London-based brand consultant, to create a new identity that not only worked for print-based design but also for online. Exploring different ways of using the circle as a graphic element, colours that were AA compliant and a typographic scale that worked well with our grid.



Golf swing concept

In the early stages of the project, we saw an opportunity to emulate the golf swing with the use of micro-interactions. Notice the slow draw back and acceleration towards the end. 

More scores, less clutter

Keeping users at the centre of our approach, we focused on what content should be prioritised and what information they wanted the most.


Making players more human

We wanted to make sure we captured the essence of each player and what it is that makes them unique. Each player profile dives into in-depth detail, allowing users to discover everything from their first tee off to their favourite hobbies. 

Making content management simple

No matter where you are in the world, it was important to make sure the fans could follow the action live. It was even more important to make sure content editors had a simple, yet highly visual way to make near-instant updates.


 John McHale, Executive Creative Director • Alexandra Jugovic, Creative Director • George Freitas, Associate Creative Director • Sam Ladlow, Design manager • Daniel Ridgway, Senior Designer • Yasmin Borain, Lead Experience Design •  Jason Connolly, Experience Design manager •  Ahmad Bitar, Experience Designer •  Richard Simms, Experience Designer