As the title sponsor of the Charles Schwab Challenge PGA tournament, Schwab wanted to create a brand experience that connected their own brand story to the history of the tournament. “The 5“ is based off of legendary golfer, Ben Hogan, who won the inaugural golf tournament in 1946 and created Ben Hogan's Five Lessons: The Modern Fundamentals of Golf, a golf instruction book designed to help average golfers improve by mastering fundamentals.

Inspired by this local golf legend, The 5 by Charles Schwab was an onsite popup that created 5 interactive experiences that closed out in an area where visitors could talk to brand reps and explore the new investing products.