The Golf Society

STUDIO:  Ascender Design
DESIGNER(S):  Victoria Rushton
CLIENT:  The Golf Society

Ascender developed a digital brand strategy, brand identity, name, webscope and web design for Australia’s first online golf apparel concept brand. The business was first to market, committed to this season’s range and up against a tough timeline. There was some initial creative, including a name and website development, but without a brand strategy in place, it didn’t marry up with the client’s business vision. Ascender quickly recognised the problem and recommended a brand strategy that would form the platform for the creative expression, including the new name.

From the brand essence of ‘exceptional,’ Ascender developed the name, ‘The Golf Society’ and strapline, ‘Play your own game.’ The key insight from 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. After creating a premium look and feel Ascender 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 packaging.

Immediately after the launch, Lacoste asked The Golf Society to represent their product, joining brands such as Adidas, Hugo Boss and Puma.

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