In 2004, LPGA Champion Tina Tombs decided to continue her golfing career by establishing a premier teaching academy at the Arizona Biltmore Golf Club. The academy’s immediate success has kept Tina extremely busy, leaving her no time to establish a cohesive brand. Tina Tombs Golf needs comprehensive branding work and a number of design deliverables ranging from custom print and signage solutions to functional website design.
Research—A discovery session uncovers that Tina Tombs Golf uses state of the art technology and wants to display the academy’s achievements and certifications prominently. Profiling the primary audience of mainly retired men and women with an average age of 50+.
Idea Generation—Concept—The visual identity maintains a modern sensibility while drawing inspiration from vintage sports branding. Pulling on retro design characteristics gives the aesthetic a nostalgic quality which appeals to the older generation of golf lovers.
Mood Boards—Demonstrating the vintage-inspired concept in a contemporary way. Exploring classic script typography and colour palettes.
Colour Palette—Muted greys support the vintage sports concept. Restricting the palette also ensures that the branding won’t clash with the inevitable green grass which will naturally be present in most brand photography.
Logo Design—An homage to the distorted typographic scripts characteristic of retro sports clubs and equipment brands, the custom-designed “T” is set alongside a modified Blenda Script.
Typography—Well-suited to both vintage and contemporary design schemes, Futura is used for titles and headlines. To accommodate the brand’s older target audience, the readable serif font Adobe Caslon is used for body copy, and is set on the larger side.
Photography—To contrast the muted colour palette, contemporary photography is saturated and vibrant.
Design—Representing the objective of golf, circles and dots roll through compositions. Dark borders reinforce the vintage aesthetic.
Web Design—To improve accessibility for the target audience, form fields, buttons, and the overall type size is large. These considerations are particularly evident when the responsive site is accessed via mobile.
*Note: tinatombsgolf.com has since been redesigned by an agency I am not affiliated with
SERVICES—Branding / Design
CREDITS—Front End Developer: Eric Chau / Back End Developer: Emett Speer & Linh Tu / Photography: J. Alex Brinson / Project Management: J. Alex Brinson, Annika Nyberg, Kait Middlemiss
Created with GB Brand Management
© Tina Tombs Golf 2016 All Rights Reserved