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The Golf Society wanted to be the first online golf apparel site to market, with a strong brand identity, digital strategy and functional website.
The company had already committed to this season’s range and we were up against a tough timeline. Our initial efforts for a name and website did not marry up with the client’s vision. Recognising the problem, we suggested we take the project back a step and develop a brand strategy that would form the basis for the creative expression.
The key insight from our research with the target audience is that dedicated golfers often draw parallels with their golf, work and lifestyle, striving to be exceptional and individual in everything they do. Creating the brand essence of ‘exceptional,’ we were then able to develop the name, ‘The Golf Society’ and accompanying strapline, ‘Play your own game.’ After creating a premium look and feel, we added content and functionality ideas to the webscope, managing the quality of the front-end build. This was supported by email marketing campaigns, social media pages and sophisticated packaging.
The launch went ahead as planned, on time and to roaring success. In fact, immediately after the launch, Lacoste asked The Golf Society to stock their products, joining brands such as Adidas, Hugo Boss and Puma.