COLLIN
HUMMEL
Brand Experience // Brand Design // Creative Direction
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My responsibilities include the design of the entire brand experience of the 3M Open, including:
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3M Open brand design: logo, creative assets, design approach
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Trophy design
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Fan experience: Social Hub
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Television assets: tee backs, signage, brand moments
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Marketing collateral
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Charity theme (2019: Golf That Matters, 2020: Power of Community)
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Brand activation, including influencer program, digital and video content
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For 2020, we partnered with Josh Duhamel to create a story around his search for a better golf game. This journey brought him to 3M's Innovation Center, TaylorMade HQ, and to the 3M Open.
We created a content journey with assets for paid media. This content had a reach of 105 million on social, with 160,000 completed video views. For PR, we received 9,000 mentions and a reach of nearly 16 billion.
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3M Open
Beginning in 2019, 3M began hosting a PGA TOUR stop. To bring this to life, I was tasked with creating the Tournament logo and brand approach, marketing strategy, influencer program, and on-course experience design. For the 2020 tournament, due to the COVID-19 pandemic, we had to shift to a fan-free experience.
Year
2019, 2020, 2021, 2022, 2023
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YEAR 1 Results
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2019 Projected Sales: $1,709,125,000
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Customer Ratings: Rated the overall experience a 4.9 out of 5!
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Media Impressions: 15.5 Billion
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Earned Social Impressions: 827.31 Million
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Donated to charity: $2.5 Million
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Attendance: 140,000
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TV: 19 Million
PGA TOUR STOP
YEAR 2 Results
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Video Completions: 160,000
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Reach: +60% over 2019
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Sentiment: 99% Positive/Neutral
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Media Mentions: 9,000
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Donated to charity: $1.5 Million
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TV: 22 Million
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2022 3M Open - 3M Science Dome
2021 3M Open - Same Science
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