Icon Golf

Backstory
The client owns and manages several high end private golf courses across America. Three of these are located in particularly desirable locations; near Tucson, near San Diego and near Sonoma. The client’s vision was to establish a “guest of the Owner” club where a limited number of affluent golfers could apply for membership in a new brand entity, affording them not only membership in all three of these clubs, but also privileged access to global golf lifestyle experiences for members only

Mandate
To develop the new brand and to create materials to drive interest in membership.

Scope
Brand name, logo, tagline, stationery, website, membership folio and administrative documents.

Approach
We listened, learned and understood the opportunity for the client. The assets are in place. There is capacity for play, so other than the investment in these materials the client faced an opportunity to drive initiation income and incremental annual fee income with no cost. The brand needed to make a statement worthy of the opportunity. Drive interest and drive memberships. Icon Golf was born. Storied Courses and Exceptional Experiences.

To listen to what our key learnings from this assignment were please contact us.