Trend Forecasting | Web Design | Social | Merchandise
Pinpointing a new found golf counter culture - then branding it
Brands like Titleist have long been coveted by competitors. But while the biggest players in the category set their sights on the same crowded territory, we looked to the fringes—where a new generation of golfers was rapidly emerging. Young, progressive, diverse—and quickly growing.
I worked with LPK’s team of top-notch designers, creative directors and market forecast specialists to create assets and designs that would appeal to their newfound audience of Millennials and Gen-Zers.
AGENCY: LPK
CREATIVE DIRECTOR: David Volker
MY ROLE: Senior Designer
CONTRIBUTIONS: Branding, Package Design, UX Design , Merch Designs
Through immersive insights work, the LPK team pinpointed a consumer segment that was overlooked, in part because it didn’t look like any other audience in their target market. These golfers played by a different set of rules, challenging the exclusivity and elitist stereotypes commonly associated with country club culture.
The objective: fill it. The approach: create a new brand that would extend Acushnet into emergent territory; a brand that could resonate in the changing cultural current, without diluting Acushnet’s status and longstanding reputation in golf’s highest-ranking circles
