CD, Creative directionBI, Brand identity

New visual identity to dust off the old clichés and call everyone to play.

The Finnish Golf Association suffered from the old image of golf and as a result stagnant membership growth. Through consumer testing and design iterations, we shifted the perception from a sport for the old elite, to a movement for all generations.
The flag
The flag was quickly identified as a key symbol of the game, a symbol for the community and an invitation to play. The final form was iterated through multiple fast design and user testing rounds.
Year 2018
Client Suomen Golfliitto
Role Lead designer, Art director
Agency Mirum
Service designer Thomas Hutton