Mayfield Golf Club
I have been working with Mayfield Golf Club for the past year and a half to develop a unique brand for the club. They're an interesting case... they are a small family owned and run golf club in the Greater Toronto Area and have to compete with much larger courses that have a lot more money to spend on marketing and advertising (not that I think this is any kind of excuse).
So what started out as a job to redesign their score card has developed into a compete rebranding of absolutely everything. Calling it a rebrand isn't exactly correct since it was more establishing a visual identity for the course based on what the course WAS. I cleaned up the logo to put more emphasis on "Mayfield Golf Club" and less on the maple leaf and adjusted the colours of the logo (from a stark red, white, black and gold) to a much warmer and earthier red and soft gold (the black and white are much more accent colours now). Visually I started to bring in warm colours, wood grains, old photos. All of this to convey that sort of feeling that you might have if you were visiting your parent's or grandparen's house. Everything is now being overhauled: signage, score card, website, menus, etc. Below is a selection of the work that's been produced.
Mayfield Website, April 2009
Here are three screen captures from the Mayfield website. There were two main challenges with the redesign of the website...
1. Go through all of the content on the previous site and organize it,
simplify it and clarify it.
2. Adapt the new brand imagery and design to the website.
Also, we wanted to keep the design open enough that as we move forward, the site can evolve, change if necessary and include new content.
Above top is the main landing page for the site. Above below is the welcome message from the Club's Pro. By clicking on the score card or the news paper you're taken to different pages.
A page from the "course tour" where you can see a close up of a hole, the yardages and coming soon the Pro's description of how to play the hole properly.
Mayfield Score Card, summer 2008
The club's score card was redesigned to pick up on the new brand direction. The cover features the Club's owner and founder Gord de Laat who's now in his 90's and still plays golf every day. The client (the de Laat family) knew we were on the right track when I suggested putting him on the cover of the card.
Also on this side of the card is the course map illustrated to look like a drawing that you might have found somewhere in the de Laat house.
The inside of the card: The club has 27 holes. The Club's Pro also wanted this to be a card that the golfer interested in improving could use, so we've included an area below each of the nines where you can keep track of your stats for the round. For the better golfer there is information about the hole's green complex and dimensions.
Clubhouse Signage, summer 2008
A big focus of the rebrand was to feature people that actually use the club and its facilities. So with a ton of photographs taken, I went about putting together several large (eight-feet-high-large!) wall signs for the clubhouse lobby.
Shown above are the main sign and several of the secondary signs that hang in the lobby.