A New Home on the Green: Rebranding Garfield Golf Club
Marketing Strategy · Brand & Visual Identity · Social Media & Content · Website Strategy
The Project
Led a full marketing strategy and brand rebrand for Garfield Golf Club, from research and positioning through to a new visual identity and public launch. Working closely with the club and a subcontracted designer, the goal was simple: turn a well-loved but under-marketed local club into a modern, welcoming brand that could grow with its community.
The Challenge
Garfield Golf Club had strong course conditions and a loyal membership, but no real marketing activity behind it. Social channels were quiet, the digital presence was built for existing members rather than newcomers, and the club had no clear brand voice or visual identity to bring it all together. Meanwhile, the local population was growing fast, and competing clubs were starting to sharpen their own marketing. Garfield needed a strategy that would help it stand out, and a brand that could carry it.
The Approach
Research & strategy
Before any design work started, I built the strategic foundation: industry and participation trends, a full digital and competitor landscape review, and detailed member personas covering everyone from long-standing core members to first-time golfers, young families, and corporate bookers. Mapping the customer journey end to end showed that most of the friction wasn't happening on the course; it was happening before people ever arrived.
That research shaped a clear market position for Garfield: welcoming golf, modern and accessible without losing its heart. From there, I developed a set of strategic pillars to guide everything that followed- brand, content, campaigns, and partnerships- so every decision ladders back to a consistent vision of who Garfield is and who it's for.
Brand identity
With the strategy set, I briefed a subcontracted designer (Niche Creative) to bring the new positioning to life visually. The result was a completely refreshed brand: a new logo and badge mark, a Forest Green and Antique White colour palette with Mint and Coral sub-brand accents for Junior and Member-focused content, new typography, a signature rhombus pattern nodding to the golden era of golf, and a full suite of templates for social, signage, merch, and membership materials.
Bringing it to life
Strategy and brand matter once people can feel them, so the rollout was just as considered as the plan behind it. I built out content pillars, a social and email content calendar, a revised website structure, and a blog plan, all designed around the personas and the "welcoming golf" positioning. For the public launch, we built anticipation over several weeks on social media before revealing the new brand, backed by a new front sign, refreshed merch, a members' email, and updated signage around the club. Whatever it is, the way you tell your story online can make all the difference.
The Result
The brand launched on 16 July, and the first month of results has told a strong story:
Instagram followers up 48%, with profile visits up over 1,000%
Facebook profile visits up 407%
The launch reel alone reached over 16,000 views and brought in 100+ new followers across Facebook and Instagram
LinkedIn engagement grew from a standing start, with strong click-through rates on launch content
Social engagement rate nearly double the industry average for sport and fitness brands
Email open rates of 66% on launch communications, and a CTR of over 10%, well above the 2–4% industry standard for newsletters
Website new users up 36% and organic search traffic up 18% month-on-month, showing the rebrand is translating into real discoverability, not just social buzz
Genuinely warm engagement from the community: members and past players commenting about how they got into golf, how much they love the club, and that it's time to come back and play again
Strong positive feedback from the club committee on the look, feel and functionality of the new brand and website
Services Provided
Marketing strategy & research
Audience personas & customer journey mapping
Digital and competitor audit
Brand positioning, voice & messaging
Visual identity direction (in partnership with Niche Creative)
Content strategy & pillars
Social media & email planning
Website structure & content planning
Launch campaign planning & execution
Client Testimonial
"Before working with Jordon, our marketing was basically non-existent, no strategy, no consistent social presence, and a brand that hadn't evolved with the club. She took the time to really understand who we are and who we wanted to attract, then built a strategy and a new brand identity that actually reflects that.
The results since launch have been fantastic; our social following and engagement have grown massively, and we've had so many members and past players reaching out just to say how great the new look is. Jordon managed the whole process seamlessly, from research through to the final launch, and was fantastic to work with throughout. I'd highly recommend her to any club or business looking to modernise their marketing without losing what makes them unique."
CHRIS THORN
GENERAL MANAGER, GARFIELD GOLF CLUB
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