Brand & Art Direction
golftours.com Brand Identity
The brand for golftours.com's US launch: positioning, voice, logo, colour, type and the rules for using it on social.
Year :
2025
Industry :
Travel
Client :
golftours.com
Project Duration :
Ongoing
The brief
golftours.com was launching into the US with Golf Travel Centre's experience behind it, but nothing of its own. It needed to look like an established, trusted operator from day one, and feel fresher than the traditional tour companies it was up against.
What I did
I built the brand from the positioning up: who we are, what we stand for and how we sound. Then came the logo system, colour and type. Forma DJR does the heavy lifting, Didot adds a bit of personality on social, and Stone, Lemon and Green keep it premium without feeling stuffy. It all lives in one set of guidelines the whole team works from. The balance to strike was premium but never pretentious: a brand golfers can trust with a big trip, without it feeling corporate. The personality scale in the guidelines keeps that consistent.
My role
Built it from scratch in my first months at GTG, from positioning and voice through to the guidelines, then rolled it out with the wider marketing team.
The result
One system across social, paid, email and partner content. It's the foundation the paid social rebuild was built on, which grew enquiries 5x in five months.
More Projects
Brand & Art Direction
golftours.com Brand Identity
The brand for golftours.com's US launch: positioning, voice, logo, colour, type and the rules for using it on social.
Year :
2025
Industry :
Travel
Client :
golftours.com
Project Duration :
Ongoing
The brief
golftours.com was launching into the US with Golf Travel Centre's experience behind it, but nothing of its own. It needed to look like an established, trusted operator from day one, and feel fresher than the traditional tour companies it was up against.
What I did
I built the brand from the positioning up: who we are, what we stand for and how we sound. Then came the logo system, colour and type. Forma DJR does the heavy lifting, Didot adds a bit of personality on social, and Stone, Lemon and Green keep it premium without feeling stuffy. It all lives in one set of guidelines the whole team works from. The balance to strike was premium but never pretentious: a brand golfers can trust with a big trip, without it feeling corporate. The personality scale in the guidelines keeps that consistent.
My role
Built it from scratch in my first months at GTG, from positioning and voice through to the guidelines, then rolled it out with the wider marketing team.
The result
One system across social, paid, email and partner content. It's the foundation the paid social rebuild was built on, which grew enquiries 5x in five months.
More Projects
Brand & Art Direction
golftours.com Brand Identity
The brand for golftours.com's US launch: positioning, voice, logo, colour, type and the rules for using it on social.
Year :
2025
Industry :
Travel
Client :
golftours.com
Project Duration :
Ongoing
The brief
golftours.com was launching into the US with Golf Travel Centre's experience behind it, but nothing of its own. It needed to look like an established, trusted operator from day one, and feel fresher than the traditional tour companies it was up against.
What I did
I built the brand from the positioning up: who we are, what we stand for and how we sound. Then came the logo system, colour and type. Forma DJR does the heavy lifting, Didot adds a bit of personality on social, and Stone, Lemon and Green keep it premium without feeling stuffy. It all lives in one set of guidelines the whole team works from. The balance to strike was premium but never pretentious: a brand golfers can trust with a big trip, without it feeling corporate. The personality scale in the guidelines keeps that consistent.
My role
Built it from scratch in my first months at GTG, from positioning and voice through to the guidelines, then rolled it out with the wider marketing team.
The result
One system across social, paid, email and partner content. It's the foundation the paid social rebuild was built on, which grew enquiries 5x in five months.