The background
The brief
Having come up with the name SweetSpot, Gary needed help turning his idea into a brand that would appeal to golfers of all ages and ability. Armed with buckets of enthusiasm but a small budget, he asked if we could help him create a strong visual identity that would provide impact in a golf retail environment and apply it to a range of digital and physical collateral to support the product launch.
What we did
Naming
Brand architecture
Logo and visual identity design
Copywriting
Content creation
Technical illustration and photography
Responsive website design and build
UX Design and wireframes
Packaging and merchandise design
Sales support literature
Videography
Collaborators
Renderings: MG Designs
The background
Professional golf coach, Gary Ley, was going crazy. He’d spent three decades of watching his students use core rotation to make smooth and effective practice swings – only for it all to fall apart as soon as a ball was placed at their feet. Fuelled by this frustration he embarked on a search for a solution.
The answer came in the form of a coat hanger and a cereal packet as he hacked together a rudimentary device that would take the ball out of the equation – by cloaking it. Much iteration and user testing later, the first 3D printed prototype arrived and he knew he was onto something.
The brief
Having come up with the name SweetSpot, Gary needed help turning his idea into a brand that would appeal to golfers of all ages and ability. Armed with buckets of enthusiasm but a small budget, he asked if we could help him create a strong visual identity that would provide impact in a golf retail environment and apply it to a range of digital and physical collateral to support the product launch.
What we did
Naming
Brand architecture
Logo and visual identity design
Copywriting
Content creation
Technical illustration and photography
Responsive website design and build
UX Design and wireframes
Packaging and merchandise design
Sales support literature
Videography
Collaborators
Renderings: M&J Designs
Indifference obliterated
“Incorporate Design were very professional in creating the market tool to promote my new golf swing training aid. They were on board from day one ticking all the boxes. This included advice, design input, constructiveness, positivity, enthusiasm and cost but most of all they actually listened to what I wanted for my product.”
Gary Ley
Founder, Sweetspot
“Shaughn and his team provided us with the highest level of brand development service. World class solution provider.”
Philip Rambow
Commercial Director, Sweetspot
Indifference obliterated
“Incorporate Design were very professional in creating the market tool to promote my new golf swing training aid. They were on board from day one ticking all the boxes. This included advice, design input, constructiveness, positivity, enthusiasm and cost but most of all they actually listened to what I wanted for my product.”
Gary Ley
Founder, Sweetspot
“Shaughn and his team provided us with the highest level of brand development service. World class solution provider.”
Philip Rambow
Commercial Director, Sweetspot
Establishing the basics
To allow for future range extension, we created a clear naming hierarchy, establishing SweetSpot as the master brand name and Eclipse as an eloquently descriptive product name. We also developed the tagline, ‘Don’t practice your swing, put your swing into practice.’
Establishing the basics
To allow for future range extension, we created a clear naming hierarchy, establishing SweetSpot as the master brand name and Eclipse as an eloquently descriptive product name. We also developed the tagline, ‘Don’t practice your swing, put your swing into practice.’
A hole in one
The SweetSpot logo uses the relationship between positive and negative space to play with the themes of concealment and disclosure, what is invisible and what is apparent – while always remaining clear and legible. Type set on an upward angle refers to dynamic forward and upward motion – entirely appropriate for a golfing brand.
A hole in one
The SweetSpot logo uses the relationship between positive and negative space to play with the themes of concealment and disclosure, what is invisible and what is apparent – while always remaining clear and legible. Type set on an upward angle refers to dynamic forward and upward motion – entirely appropriate for a golfing brand.
Bringing the identity to life
The product itself inspired the minimal colour palette of black, white and vibrant green. The bright camouflage pattern amplified the intriguing contradiction between the ambiguous and the obvious. Together, they deliver a strong visual consistency between different applications and clearly differentiate the product on shelf.
Bringing the identity to life
The product itself inspired the minimal colour palette of black, white and vibrant green. The bright camouflage pattern amplified the intriguing contradiction between the ambiguous and the obvious. Together, they deliver a strong visual consistency between different applications and clearly differentiate the product on shelf.
Cost-effective solution
The project is self-financed by the inventor, so a key consideration was to make a small budget work as hard as possible and to minimise the up-front outlay involved in bringing the product to launch. To expedite short run production, the physical packaging used an online, digital print solution.
In order to reinforce brand messaging and elevate the purchasers unboxing experience, the product is accompanied by an 8pp leaflet in-pack.
Cost-effective solution
The project is self-financed by the inventor, so a key consideration was to make a small budget work as hard as possible and to minimise the up-front outlay involved in bringing the product to launch. To expedite short run production, the physical packaging used an online, digital print solution.
In order to reinforce brand messaging and elevate the purchasers unboxing experience, the product is accompanied by an 8pp leaflet in-pack.
Engaging audiences
Full screen imagery and bite sized product information was used across the website, to ensure it was engaging, but also quick and easy for audiences to digest. To stretch the budget even further, the single-page responsive website is built on the foundation of a customised WordPress theme.
Engaging audiences
Full screen imagery and bite sized product information was used across the website, to ensure it was engaging, but also quick and easy for audiences to digest. To stretch the budget even further, the single-page responsive website is built on the foundation of a customised WordPress theme.
Taking flight
Designed in the last half of 2018, the website is now live and the small SweetSpot team have a new found confidence – backed up by strong branding and communications that is helping them to attract interest from online influencers, distributors and retailers.
Taking flight
Designed in the last half of 2018, the website is now live and the small SweetSpot team have a new found confidence – backed up by strong branding and communications that is helping them to attract interest from online influencers, distributors and retailers.
