Case Study: Branding & Outdoor Campaign
Grand Pines Golf Club, Lake Conroe, TX
Bentwater is a private master planned community on Lake Conroe that offers three 18-hole championship golf courses. In 2006, the latest addition to Bentwater’s amenity package was Grand Pines Golf Club. A 182-acre, 18-hole Grand Pines is a classic-play, “all-green” course, highlighted by rolling hills, water features and heavily wooded surroundings. Designed by Jeffrey D. Blume, Ltd. for the golf purist, the fairways will be forever bounded only by the forest as no development will ever border Grand Pines.
In the midst of developing the Grand Pines course, Bentwater undertook the task of creating the brand and identity for this new course. After months of trying and version-after-version and agency-after-agency attempting to develop a logo that encompasses this “Classic-play, All-green” course. The logo they settled on had a typical typeface and basic tree shapes, however, the management team was never that crazy about it. Shortly after, Benwater contacted Newton Design (formerly Steward Marketing) in one last attempt at branding their course.
Newton’s team underwent days of research, finding out the real meaning of “Classic-play” and “All-green”, as well as interviewing several of the management team and the designer of the course to understand what they wanted the logo to embody. It was determined that the logo needed to embody the old fashion, classic style of golf. To demonstrate a “signature” style and a sense of tradition. So Newton took the challenge and developed the identity and eventually the brand of Grand Pines Golf Club.
Newton offered several different options, one of which hit the nail on the head. The minute the management team saw the logo, they were excited and emphatically said “that’s it”. With a “signature” style type treatment and a hand drawn, custom illustration of an old fashion golfer, Newton had embodied the true essence of Grand Pines Golf Club. In conjunction with the logo, Newton developed an awareness campaign to launch the membership aspect of the club, which was well received and helped sell out the limited memberships in no time.
Additionally, the new logo was the recipient of an ADDY Award for logo design.
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