Project Overview

The first merger of two major golf club in Melbourne and the need to create a new brand that takes the members of both clubs along for the ride, ensuring that 'their' club still feels like 'theirs'.

Project Commissioner

Peninsula Kingswood Country Golf Club

Project Creator

Traffic

Project Brief

Peninsula Kingswood Country Golf Club is a result of a merger in September 2013 of Kingswood GC and Peninsula Country GC, the first merger of two golf clubs in Australia. The Dingley site will operate until April 2018, after which the Club will operate solely at the Frankston site. This merger provides the platform to create a first-class private Club that will offer the very best in Sandbelt golf with two distinct 18 hole courses, combined with state of the art dining, recreational and accommodation facilities.

Project Innovation/Need

The most important task was to create excitement and acceptance of this newly merged entity for both existing members of both clubs, as well as the general public, in particular golf playing non-members who reside in the catchment area. The internal mantra of ‘pure excellence/no compromise’ sets the bar for what they are endeavouring to achieve with their new destination, so the new brand identity needed to reflect this.

Design Challenge

The new monogram brandmark is the cornerstone of the Peninsula Kingswood personality, being the embodiment of the physical and emotional aspects of this premium golfing brand and a reflection of everything the club represents. The sophisticated visual language uses the path of a golf ball as inspiration to create a beautiful journey through the brand communications. The new design is paired with a colour palette which references the tones found in the elements of classic sand belt golf courses. This has been applied to collateral, signage, campaign material, course furniture, website and more.

Effectiveness

The build of the final holes of the golf club is currently being finished and is not due to open in the second half of 2018, so there are no results as yet.