Inspired by the scholars that are empowered to overcome the barriers that stand between them and their education, the “Unexpected Champions” campaign communicated the stories of the foundation’s greatest accomplishment: its people­. These narratives highlight both the academic achievers, as well as the advocates who selflessly champion them. BMD also designed the visual identity and graphic system for the Unexpected Champions campaign, creating an intimate expression to celebrate the anniversary and the people it represents, while still respecting the Tiger Woods masterbrand.