Working with 1744 we created a new brand identity, illustrations, animations, and an eCommerce website. Everything they needed to launch their clothing brand.
1744 like to do things differently. Disillusioned by the stuffy, boys-club style of traditional golfwear, they decided to create their own. They asked us to tee up a brand that would stand out amongst those below par, and drive it into the hands of like-minded customers. Count the puns in that.
A new brand for a new breed of golfer. We started by creating the mono graffiti-style logo, which is flexible enough to be used on everything from animations to embroidered beanies.
Introducing a playful typeface provided the team with endless options for pun-fun. We created a character called Golfhead whose main feature is, well, a golf ball for a head. And he gave the brand legs.
Golfhead provided us the opportunity to create interesting and playful stories, illustrations and animations whilst reinforcing the brand and giving a voice to the founders in order to communicate with their audience often projecting their commentary on the latest news and events in golf. Golfhead is the star of 1744's social media channels and tends to be ridiculous, satirical but always fun.
With golf having such a rich heritage of coverage and characters it seemed only obvious to utilise the reams of archive footage and banks of imagery now out of copyright to the brands advantage. Combining the brand elements with different media and adopting a collage aesthetic reflects the brand ethos of redefining the stuffy and traditional with contemporary and stand-out.
