Ariel image of the Omni PGA Frisco Resort in Frisco, Texas

Frisco, Texas

Omni PGA Frisco Resort

The Omni PGA Frisco Resort is the newest addition to the growing community of Frisco, a city just north of Texas in the Dallas-Fort Worth metro area. This highly anticipated destination golf resort includes a high-end Omni Resort, individual Ranch Houses, a large golf-themed retail village, PGA headquarters Clubhouse, Conference Facilities, event venues, and walking trails all focused on two expansive new golf courses. This will be the new home for the PGA Tour among many other tournaments. RSM Design was invited to execute a comprehensive wayfinding and architectural graphics experience throughout the resort, including the branded experience and logos for all of the retail, amenities, and restaurant venues.

Markets

Services

Client

  • Omni Hotels & Resorts
Image of the entrance and master sign of the Omni PGA Frisco Resort.

LAYING THE COURSE

RSM Design collaborated with many teams during the design process to create unique and elegant wayfinding elements that speak to the architecture and site forces, making a holistic and cohesive resort campus. With the resort’s size and numerous amentities, RSM chose a straightforward wayfinding approach to balance the property’s complexity. It was important for RSM Design and the client to honor the architectural and landscape context while bringing clarity and comfortability to the guest.

Close up image of the Omni Resort sign at the Omni PGA Frisco Resort.

Expanding the typical golf experience to be more inclusive of hospitality, entertainment, and engagement.

Image of a pedestrian directional sign at the Omni PGA Frisco Resort, designed by RSM Design.Image of vehicular directional sign at the Omni PGA Frisco Resort, designed by RSM Design.
Image of the Ice House building, with signage at the Omni PGA Frisco Resort, designed by RSM Design.
Detail shot of the ground signage at the Omni PGA Frisco Resort, designed by RSM Design.Close up detail image of the Ice House signage at the Omni PGA Frisco Resort, designed by RSM Design.

BRANDING FOR THE BUILT ENVIRONMENT

Omni Hotels & Resorts approached RSM Design with an array of names for the future restaurants, bars, retail shops, and toy store for the Omni PGA Frisco Resort, a highly anticipated golf-centric destination. RSM Design created 10 brands for each of the venues, each unique in character, yet relating to the state of Texas, golf, or the resort. 

RSM Design saw the opportunity to make each logo unique, while designing with the built environment in the forefront. Each venue was designed to reflect the design and positioning of each, all while honoring the elevated and sophisticated brand of the Omni Collection. The design team navigated harmonizing the lineup of brands yet differentiating each venue for its individual use. Every brand was applied to signage, environmental graphic design, print elements, and digital elements.

Image of the golf course signage at the Omni PGA Frisco Resort, designed by RSM Design. Close up image of the Ryder Cup Grille signage at the Omni PGA Frisco Resort, designed by RSM Design.

BLUE LACY MERCANTILE

Named after the Texas State dog, Blue Lacy Mercantile is a one-of-a-kind boutique featuring women’s cowboy boots, hats and luxury leather goods. RSM Design lead with a mature and sophisticated brand for this retail venue.

Image of packing tape with the Blue Lacy Mercantile brand applied, designed by RSM Design for the Omni PGA Frisco Resort. Close up image of the Blue Lacy Mercantile brand on texture paper, designed by RSM Design for the Omni PGA Frisco Resort.

GIMME TOYS!

Gimme Toys! is not your average kid’s toy store—it’s high-end in nature, but remains playful and whimsical. Inspired by hands-on learning, themed play experiences, Gimme Toys! features a colorful candy wall and wide array of books, crafts, and more.

Image of shopping bags with the Gimme Toys! brand, designed by RSM Design for the Omni PGA Frisco Resort. Image of the Gimme Toys! brand applied to a boy's t-shirt, designed by RSM Design for the Omni PGA Frisco Resort.

THE APRON

The Apron is a mix of Texas and California flare with striking views. The Apron is a casual dining option, serving breakfast, lunch, and dinner. It’s a one-stop-shop for pastries, sandwiches, gelato, and everything in between.

Image of The Apron brand applied to a navy blue apron, designed by RSM Design for the Omni PGA Frisco Resort. Closeup image of the Apron signage with faux grass, designed by RSM Design for the Omni PGA Frisco Resort.

THE LOOKOUT LOUNGE & BAR

The Lookout Lounge & Bar consists of small plates, tapas, and bar bites in an atmosphere that is high above the rest. The panoramic views make for a perfect “lookout” spot while enjoying a cocktail.

Image of the cocktail menu for The Lookout Lounge and Bar, branding designed by RSM Design for the Omni PGA Frisco Resort. Ink stamp with the Lookout Lounge and Bar brand and logo, designed by RSM Design for the Omni PGA Frisco Resort.

MARGARET’S CONES & CUPS

Margaret’s Cones & Cups is a gourmet ice cream shop at Omni PGA. RSM Design created the Margaret’s brand to be bright, colorful, and playful. It’s the perfect treat after a long day in the Texan sun.

Image of a sweatshirt with the Margaret's Cones & Cups brand applied, designed by RSM Design for the Omni PGA Frisco Resort. Margaret's Cones and Cups entrance sign, designed by RSM Design for the Omni PGA Frisco Resort.

TRICK RIDER

Trick Rider is an elegant rodeo inspired steakhouse with a unique ambiance. The brand is sleek and minimal, to go along with Trick Rider’s tasteful atmosphere.

Closeup detail of the leather menu at Trick Rider, brand designed by RSM Design for the Omni PGA Frisco Resort. Image of the interior of Trick Rider, branding designed by RSM Design for the Omni PGA Frisco Resort.

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