Project info
Client Omni Hotels & Resorts
Frisco, Texas
Omni PGA Frisco Resort
A New Era of Golf Rooted in Hospitality and Entertainment
Expanding golf beyond the course into hospitality and entertainment.
A Landmark Destination for Golf and Hospitality
At the heart of one of the most ambitious new golf and hospitality destinations in the United States, the Omni PGA Frisco Resort stands as a landmark property that celebrates both the spirit of golf and the warmth of Texas culture. Anchored by the new headquarters of the Professional Golfers' Association of America (PGA of America) and set among expansive championship courses, the resort is a defining addition to Omni’s portfolio—positioned to welcome golf professionals, leisure travelers, and event guests from around the world. For this multifaceted environment, RSM Design developed a comprehensive wayfinding and environmental graphic program that supports the property’s scale and complexity while enhancing the guest experience with clarity and visual cohesion.
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Wayfinding that Elevates the Guest Experience
RSM Design’s wayfinding strategy was carefully calibrated to balance the richness of amenities with intuitive navigation across the entire property. From hotel interiors and golf venues to conference facilities, clubhouse spaces, and outdoor landscapes, each element was designed to integrate seamlessly with the architecture and natural surroundings. The system reflects Omni’s elevated hospitality standards while ensuring guests can move confidently and comfortably throughout the expansive campus.
Branding Inspired by Texas & the Spirit of Golf
Beyond wayfinding, RSM Design shaped the resort’s identity through bespoke branding for each food, beverage, and retail venue. Every concept was thoughtfully developed to balance luxury, Texas charm, and the heritage of the sport of golf—resulting in a collection of unique yet cohesive brand experiences. Custom logos and graphic systems were applied across signage, environmental graphics, print, and digital touchpoints, reinforcing a unified narrative that celebrates place, personality, and the prestige of this destination.
Laying the course with wayfinding built for sports
Unique brand identities and immersive environmental design across 7+ food, beverage, and retail venues at the Omni PGA Resort
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.
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.
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.
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.
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.
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.
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