Off the back of his 2023 Masters win and at the height of his game, pro golfer Jon Rahm defied tradition and jumped ship from the historic PGA Tour to join the breakaway LIV Golf tournament and form his own team. I joined Further NY to develop what became an intrinsically personal brand identity. Looking to Jon's proud heritage and birthplace - the Basque Country - for inspiration during the process of naming the team, we discovered that Julius Caesar's legendary thirteenth legion had campaigned there extensively. With Jon's team being the thirteenth to join LIV and roman numerals being the cornerstone of the original LIV brand; it was a serendipitous, full-circle moment. Further fateful connections spurred us on with the thirteenth legion's standard bearing a lion and Jon being a fervent supporter of Athletic Club a.k.a. 'Lehoiak/The Lions'. This gave us the visual heart of the identity. Drawing further on this local connection we crafted the lion's head to mimic the segment of a Lauburu - a ubiquitous Basque symbol of good fortune. Then paired the identity with a modified type family inspired by traditional lettering found in the engraving and stonework of the region.