Jane LaFountaine Pro-Am Primary Mark

Jane LaFountaine Pro-Am

Challenge

The Jane LaFountaine Sock it to Alzheimer's Celebrity/Pro-Am is a golf tournament committed to raising awareness and funds for Alzheimer's Disease. Founded in 2013, its icon needed to function on golf apparel and honor the inspiration of the event, Jane LaFountaine, a woman recently diagnosed with Alzheimer's.

Solution

Many people with Alzheimer's can become attached to certain objects. Following her diagnosis, LaFountaine began collecting sock monkeys, prompting a retro-inspired golfing sock monkey to represent the event. Purple was incorporated as the official color of Alzheimer's awareness.