BRAND DEVELOPMENT:
BENROSS GOLF
THE BIGGEST GOLF EQUIPMENT MANUFACTURER IN THE UK.
THE TASK:
To overhaul the existing branding and inject a fresh customer experience through visual and written consumer touch points to craft one of the most desirable British Golf brands.
Over the course of 2.5 years as part-time Brand consultant, I used my years of commercial design experience to reveal the exceptional performance of this under represented brand.
Premium visual content and a performance aesthetic was well-needed to bring the identity of Benross inline with some of the biggest Golfing hardware companies out there.
AREAS OF THE BRAND REINVENTED:
Worked with retailers creating custom-made content.
Created multiple, premium product brochures to drive sales.
• BUSINESS PRESENTATIONS =
Created multiple "Brand Vision" documents to cast company structures, investment opportunities and critical paths.
Created multiple "Brand Vision" documents to cast company structures, investment opportunities and critical paths.
• WEBSITE DESIGN =
Created site-wide refresh and directed coders for build.
Created site-wide refresh and directed coders for build.
• PRODUCT DESIGN =
Conceived and designed two brand new hardware ranges, with a clearer product categorisation for a more targeted sales message.
• DIGITAL BANNERS & ONLINE RETAILER SUPPORT =Conceived and designed two brand new hardware ranges, with a clearer product categorisation for a more targeted sales message.
Worked with retailers creating custom-made content.
• IN-STORE MARKETING =
Designed an in-store brand experience for Product, and Custom-Fit service.
• DIGITAL BROCHURES & SALES TOOLS =Designed an in-store brand experience for Product, and Custom-Fit service.
Created multiple, premium product brochures to drive sales.
• SOCIAL MEDIA =
Directed social media manager and created engaging content for Instagram, Facebook and Twitter.
Directed social media manager and created engaging content for Instagram, Facebook and Twitter.
Flagship Range
Seniors Range
Ladies Range
Mid Range
ONLINE EXPERIENCE
Starting with a complete redesign of the website, taking it from a jumble of messages and reshaping it into an easy-to-navigate collection of high quality visuals with technical styling, in-keeping with the brand's mission to bring premium performance to everyone.
I also incorporated an accurate local store finder to easily discover the customers closest stockist, Custom-Fit centres and Bridgestone stockists which simplifies the customer journey substantially.
PHOTOGRAPHY AND STYLING
A key area to any brand's identity is the appropriate styling of the imagery used.
If a picture is worth a thousand words, we needed them to speak of premium equipment, elevated performance and desirability.
IN-STORE BRAND EXPERIENCE
With POS still being key to ProShops selling success, I created a suite of POS to show-off each hardware range and the incredible Speedfit service, whilst maintaining a distinctive brand style throughout... Clean, technical and desirable.
SOCIAL MEDIA
Another area to drive-up the brand's identity was to re-energise all social media channels with premium, custom-made content, not only educating followers on the product's performance, but to show-off the "behind the scenes" of the workshop and how each Custom-fit club is handmade to order.
PRODUCT DESIGN
After 18 months of development my creation, the X-Series, was born!
I found that the previous season's hardware range lacked clear product categorisation, so I set out to not only design all new hardware with elevated and desirable aesthetic, but to also give each range a solid product category and clearly define an end-user to aim it at.
This way the sales team, the retailers, and ultimately the customers could make a quick and informed decision, giving greater consumer confidence and increasing sales.
*See Product Design section on Home page for more.
Product went on sale Europe-wide from January 2021.
