Benona Golf Club
Located just off the coast of Lake Michigan, Benona Shores Golf Course is often referred to as a “Hidden Gem” due to its idyllic landscape and unexpectedly challenging terrain. Minimal promotional efforts, including the lack of a dedicated website, also contributed to the hidden aspect of the course. A change in ownership provided the ideal timing for a refreshed identity and marketing activities aimed at increasing brand awareness.
Benona Shores challenged us to redesign their brand in such a way that would honor their legacy yet feel more relevant for today. We accomplished this by creating a new identity, website, photography, and various collateral that have brought them to their “A” game.
Deliverables
- Logo
- Brand Guidelines
- Website
- Print Collateral
- Apparel & Amenities
- Flags & Signage
- Print & Digital Ads
- Photography
Our Role
- Brand Strategy
- Print + Digital Design
- Copywriting
- Photography Art Direction
Team
- McKenna Bice — Design
- Andrew Dull — Creative Direction
- Kim Lisa Sobotta — Strategy + Copywriting
- Craig Watson — Photography
Branding
The logo design brings a contemporary feel to the brand, representing the dunes, undulating greens, and a golf flag. A fun wallpaper pattern was created for the pro shop to create a cohesive brand experience using the abstract flag icon.
Apparel
Branded apparel was designed for employees and guests to differentiate Benona Shores and create a lasting brand impression.
Print Collateral
Scorecards, punch cards, business cards, and gift certificates were designed utilizing the brand colors and typography in a clean and simplistic manner. Golf flags incorporate the “Hidden Gem” phrase to reinforce that longstanding brand message.
Website
The website design is marked by simplicity, letting the stunning visuals of the course speak volumes as to why Benona Shores is a hidden gem. Along with providing information about the course and membership opportunities, this custom site also integrates an online booking platform.
Partner with Us
Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.
Partner with Us
Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.