We were asked to develop Urban Golfs brand language and tone of voice. Our idea was to reposition Urban Golf as the ‘alternative golf’. We drew inspiration from the larger than life golfing heroes from the 1950’s, characters such as Ben Hogan, Sam Snead, Arnold Palmer and Chi Chi Rodriguez who were the rock ‘n’ roll stars of their time. They shared the same values as Urban Golf – passionate, authentic, playful and rebellious. This in turn led us to draw parallels between music and golf culminating in the line ‘Golf and grooves since 2004’.
As part of the branding for Urban Golf in High Street Kensington, we commissioned Brazilian illustrator Eduardo Recife to create a series of wall graphics for the venue. Inspired by the proximity of Kensington Palace, each graphic represents a room in the royal residence. Eduardo’s surreal illustration style perfectly expressed our idea of English eccentricity, whilst giving each composition warmth and humour.