WHPCreative - Where pixels meet purpose

1744

A swing at tradition

1744 · Retail, Sport, Lifestyle

Brief

1744 set out to challenge the traditional, conservative image of golfwear and appeal to a new generation of players. They were not interested in recreating the past. The aim was to build a brand with energy, humour and personality, something that could sit comfortably both on and off the course. The challenge was to introduce that shift without losing the connection to the sport itself. It needed to feel credible, but not constrained by expectation.

Approach

We developed an identity that balances familiarity with disruption. A graffiti-inspired mono logo forms the foundation, introducing a raw, expressive quality that contrasts with the usual polish of the category. Alongside this, we created Golfhead, a character used to drive storytelling across social channels. Golfhead allows the brand to engage with the sport in a way that is both affectionate and irreverent, giving it a distinct voice. The wider visual system combines archive golfing imagery with a contemporary collage aesthetic. This layering creates contrast and movement, reinforcing the brand’s position between tradition and a more progressive take on the game. The eCommerce platform brings these elements together in a digital space that feels as expressive as the identity itself. The result is a brand that acknowledges the heritage of the sport while presenting it in a more open and engaging way.

Brand + Strategy Marketing + Content Web + App Film + Animation