Crafting identity for one of New Zealand's top golf courses.
Arrowtown Golf Club, located 20 minutes east of Queenstown, New Zealand, is an idyllic and historic course, ranked 7th in the country and the oldest active club since 1911. The club's management sought a refreshed brand system that honoured its accolades, character, and history whilst positioning them with a contemporary tone of voice for its longevity.
To cater to international visitors and local members, the brand needed a versatile system that could be easily applied across the club's collateral and merchandise. We designed a unique set of logos and collectible souvenir emblems inspired by local heritage architecture and typography. Notably, the natural course fairways form the letters 'A, G & C' (Arrowtown Golf Club), adding a distinct and bespoke visual language.
These interchangeable logos, complemented by bold colour palettes, achieve a reflection of the club's unique personas, from heritage to contemporary, luxury to casual, and across seasons.
Team
Creative Director: Sam Southwell
Lead Designer: Gabriella Woodman
Motion: Maisie MacDonald
Personal Scope of Works
Brand Identity & Roll out
Project completed while working at Studio South