CHALLENGE: The golf industry is crowded, but it was missing a brand for the “anti-golfer.” We spotted the white-space opportunity for Acushnet, then they challenged us to develop a disruptive, breakthrough brand: one that would resonate with a new, younger generation of golf enthusiasts and drive topline growth.
APPROACH: We identified a growing consumer segment that was untapped, revealing a valuable vacancy in Acushnet’s portfolio.
Leveraging nimble, digital validation tools, our strategy team translated key consumer insights
to understand purchase intent and influence the brand’s visual and verbal expression.
Integrating strategy, design and verbal, we named and built the challenger brand from the ground up—including name, identity, packaging and collateral.
Role: Innovation Director
