Summer Golf Series Campaign
Final Logo Design
Individual Event Advertisements
Client: Southern California Golf Association
Project: Logo Creation and Campaign Design
Description: The SCGA wants to appeal to adults in their 20s and 30s and thought that doing a series of relaxed and fun golf event during the summer would be a way to reach out to this underserved demographic. They wanted something light-hearted while still keeping within their brand. The logo was going to be used exclusively on flyers so there was no need to do multiple versions of the logo and there were no limits on the amount of colors used. There needed to be general flyers and advertisements about the series, but the individual event flyers should be unique and not look identical.
Solution: I did a series of logo concepts that showed a different range of ideas while not going too far off brand. They ultimately liked the golf ball with the sunglasses but thought that we should use a photograph of a golf ball instead of a graphic representation of one since we were limited by the typical constraints of logo development (limited colors, ability to print dark and light, ability to be embroidered on a shirt, etc).
For the advertisements, I chose photos of 20s/30s adults in large group settings looking like they were having fun and not necessarily golfing. I wanted them to stand out from the normal golf flyers featuring retired-aged golfers swinging a club on the course. These events were supposed to be about meeting new people, drinking, and having fun so I wanted to capture that relaxed atmosphere.
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