Corporate Identity Redesign for Golf & Country Club Company

WANT Branding, a branding and design agency, was commissioned by Apollo and ClubCorp to create a new brand identity for their family of clubs. The goal was to develop a brand that reflects the inclusive, welcoming, and sophisticated experience that members and guests can expect.
The result of this collaboration is “Invited” - a new brand that embodies the essence of the clubs and their membership. The name, “Invited,” conveys a sense of inclusivity and a feeling of being invited to join in all the company has to offer. The brand identity features a modern and sleek logo, combining classic and contemporary design elements, to represent the high-end and sophisticated experience that guests can expect when visiting.
The project involved extensive research and analysis of the market and competition, along with multiple brainstorming sessions and iterations to ensure that the branding reflects the client’s vision and the target audience’s needs. WANT Branding’s team worked closely with Apollo and ClubCorp to develop a comprehensive brand strategy that included brand guidelines, sonic branding and messaging platform, to ensure consistency and clarity across all channels.
WANT commissioned Peter Horridge to create various hand drawn logo ideas to amplify the notion of a personal signature and a personal invitation. Horridge is a world leading designer and illustrator, unsurpassed in the creation of letterforms and with a distinctive fluidity of line, his logos, crests, marques and illustrations identify hundreds of brands and institutions throughout the world – from hip lingerie specialist Agent Provocateur, to the timelessly classy Raffles Hotel in Singapore. He has also worked with and several design projects with Apple’s former head of design Jony Ive and his LoveFrom agency including the creation of a new coronation emblem for HM King Charles III.
The new branding has been widely embraced by members and guests of Apollo and ClubCorp golf clubs, creating a new sense of pride and belonging. The “Invited” brand has helped to attract new members, enhance the membership experience, and position the clubs as the premier destinations for golf enthusiasts who value exclusivity, luxury, and outstanding service.