The Eagle design studio has considerable experience when it comes to the design process of creating detailed briefs in terms of the brand journey. Some of our designers have been working in digital design, specifi cally within the golf industry, for over 20 years. Our design team have successfully completed over 50 branding projects at clubs across the UK so we are well experienced in working with clubs to maximise the branding opportunities.
We provide your club with a colour palette, supporting typefaces, logo files and an easy to use guide, all of which are necessary to drive your club forward.
It is important to shape how you are being perceived by your members and visitors. At every stage in the customer journey, judgments are being made about your golf club. From viewing your website to driving through the gates, at every touch-point it is vitally important that you are creating a consistent impression that is aligned to what you stand for as a club.
As a leading provider of branded products, we believe it is our responsibility to provide you with a consistent strategy so you can create a professional and impressive customer journey. It is vital that there is a central strategy so that your golf club is consistent across all touch points.
The “swoosh” of Nike….the three pointed star of Mercedes- Benz….the “Dynamic Ribbon Device” or white “wave” of Coca-Cola…..all are iconic and instantly recogniseable.
The logo is the visual identity of these great brands and in fact, a recoognisable logo identifies every great golf club. It has to be instantly recognisable. It has to stand out and grab attention. It has to be clear.
Our digital vector service will turn your old fuzzy logo into clean vectors that can be scaled to any size without losing resolution. Our graphics studio have many years of experience, day-in-day-out, of vectorizing images.
We will start the process here by enhancing the quality of the existing logo before we start to analyse, re-work and refi ne it. Remember, we are not about destroying and removing what you have; rather positively deconstructing and then re-building in order to make things better.
This is focused on the positioning of branding
What it is? Why do it?
Branding is a detailed and complex concept. It is a promise about who you are and what you deliver. It is your identity and what defines you. Branding is a process that constructs a series of positive perceptions in the mind’s of your customers so that they recognise you and relate to you. Branding has many key areas that Eagle specifically will discuss and review with a club in order to establish and understand the brand journey that the club wishes to take.
Eagle will conduct a detailed audit and then in turn produce a strategy brief for the club. For this audit to be most eff ective, we would look to visit your club to get a very good understanding of who you are and how you operate. We cannot successfully achieve branding objectives if we cannot understand who you are; and to understand you, we need to meet you and experience you.
Brand Discovery
Initial Brief
We need to understand what you are thinking with regards
to branding and in turn, we would also want to position the
concept of branding and our services to you.
At this initial stage, Eagle will provide the club with an
outline of the branding journey. We will share some case
study examples of branding to highlight the brand journey
to you. Each brand journey is diff erent - it can be a relatively
small one or in fact, much larger if the club is looking to
embrace a full brand review. What is very important here is
for your club to see is that in reviewing these case studies,
there are clear, tangible and positive returns – i.e. clubs
have shared the examples with us of increased revenue and
increased member satisfaction when the full brand journey
was undertaken and completed.
To conclude this initial stage, we will review with the club
with a branding questionnaire once completed provides
us with a key understanding of what is it that you want to
change, what it is that you want to keep, and what it is you
would like to achieve. The key here is to discover as much
information as possible
Brand Strategy and Audit
This is focused on the positioning of branding
What it is? Why do it?
Branding is a detailed and complex concept. It is a promise
about who you are and what you deliver. It is your identity
and what defi nes you. Branding is a process that constructs
a series of positive perceptions in the mind’s of your
customers so that they recognise you and relate to you.
Branding has many key areas that Eagle specifically will
discuss and review with a club in order to establish and
understand the brand journey that the club wishes to take.
Eagle will conduct a detailed audit and then in turn produce
a strategy brief for the club. For this audit to be most
eff ective, we would look to visit your club to get a very
good understanding of who you are and how you operate.
We cannot successfully achieve branding objectives if we
cannot understand who you are; and to understand you, we
need to meet you and experience you.
Brand Identity - Development
3 Proposed Logos
A logo is the visual identity of any brand. In terms of logo
development there are two key objectives to consider:
(i) the logo should be instantly recogniseable;
(ii) upon recognising the logo, people will then instantly
associate it with the brand.
Logo development is an absolute key fundamental to a
brand journey. Consequently, this process will take three
to four weeks to complete. Once completed, Eagle will
provide the club with a detailed brief as to how we have
arrived at three proposed logos for the club to consider.
This is not simply a re-working of an existing logo; similarly
it is not necessarily a dramatic departure. Rather, it is about
conducting a tremendous amount of research in order to
produce logo samples.
Brand Identity - Consolidation
Detailed single logo with non-live artwork
After the development of three proposed logos, the
next step is the key - we will identify and recommend a
single, definitive logo for your club. This is where we willl
consolidate the work undertaken to date and we will then
produce artwork samples that will steer and guide the club
how to best to embrace and represent the new logo. At this
point, the logo truly becomes “living and breathing” within
the club.
Eagle will ensure there is wide and dynamic series of
artwork representations and ideas for the logo during this
stage of the brand journey. This is not simply a case of how
the logo can be used and where the logo can go; rather it
is a detailed brief as to how to best represent the logo in all
marketing, advertising and other promotional activity so as
to ensure maximum and sustained returns for the club.
Brand Guidelines
Supply of live artwork files and Brand Guidelines
An extensive suite of fi les including all media will be
produced and be available, so that the club can now
eff ectively complete the brand journey. The tools and
guidance will now be in place for the club to achieve greater
success. The club is now in a stronger, more defi ned and
more dynamic position
However, this is not the absolute end of the journey. If you
require additional support or guidance, Eagle is there to help.
All of our branding projects have two things in common: they
have all been successfull and we have continued to stay in
contact with the clubs and extend our support. We want to
see you succeed and for that reason, we will be available for
future reference.
The Golf Club Secretary (GCS) is a monthly newsletter which keeps you and your committee up to date on all the latest developments affecting the management of Golf Clubs and the game of golf.
EAGLE thoroughly enjoyed working with Limpsfield Chart to produce a new identity for the Club. They now have all the foundations in place to be successful going forward and I think they are a great example for any Club that is looking to navigate through the uncertainty that lies ahead.
Burnham & Berrow are always looking to improve and innovate to stay atop the list of courses to play for golfers all over the country, so maintaining a strong and memorable identity is imperative.