Visual identity for American Golf’s free custom fitting service. The brief asked for the creative to be detail oriented in order to communicate the amount of attention to detail that American Golf’s custom fitters put into the free service. After looking into the custom fitting process, 3 creative directions were put together for selection.
Direction 1: HUDs / Interfaces
Direction 1 taking visual cues from heads up displays (HUDs) and focusing on the idea of increased accuracy and distance that a custom fitting provides. Using black and white imagery to complete the HUD interface look and feel, in addtion to the colour treated imagery that aids in breaking up the image grid to aid in the narative of the custom fitting process.
Direction 2 : Graphs / Tables / Data
Direction 2 focuses on the data that comes from a custom fitting and how that data can be used to ensure a golfer has the best fitting clubs possible to optimise their accuracy and distance. This also gives subtle nods to details surrounding the custom fitting with the ‘7i’ typographic devices, these refer to the fitting for the 7 Iron being the fitt that all the other clubs will be based off.
Direction 3 : The Blueprint To Custom Fitting
Direction 3 really hones in on the significance of the 7 Iron in the custom fitting process. Inspired by blueprints and engineering diagrams, this direction attempts to ensure customers that they are in experienced and knowledgeable hands when they are having their custom fitting experience without overwhelming them with too many details. As this was the chosen version out of the 3 directions, animations for instore displays were also rolled out across all flagship stores.
