In an industry like Golf, it can be daunting to step outside the lines and approach your messaging differently. Luckily, this team gave us total creative freedom to explore and break the rules. We wanted to create something that still felt classic and nostalgic but with a fresh new outlook that felt welcoming and inspiring for newbies and pros alike.
With a previous demographic mostly in the 50+ range, River Spirit Golf Club was interested in taking a modern, inclusive approach that welcomed pros and newbies alike. A 27-hole golf course situated between the City of Calgary and the Albertan mountains, this location feels simultaneously close-to-home while also being a getaway in nature. Younger generations are getting increasingly curious about golf, and are looking for courses that give them what they need without feeling pretentious or exclusive.
Lead by the Mother-Daughter duo on the RSGC leadership team, this project needed to feel friendly and welcoming to all–especially in a sport that hasn’t been overtly welcoming to women. From our messaging choices to photography to colour design, we kept this new demographic in mind throughout the process.
“We know your name, not your par score” was a big part of our messaging and vibe. While there are tournaments and competitions at RSGC, the crew has a genuine interest in their players and creates an environment that fosters connection. Younger, diverse generations are becoming increasingly interested in Golf, and stuffy old boys’ clubs aren’t always conducive to this much-needed energy. We steered clear of anything pretentious and opted for friendly messaging, a bold-but-natural palette, an askew checkered brand pattern, and a series of vintage-inspired golf illustrations. When working with our photographer, we wanted to lean into a more creative/editorial look – with so many action shots and classic golf work already captured in the client’s library, we knew we needed to take a different direction that might catch the eye of our muse.
Welcome to River Spirit, the fairway getaway.