Helping a golf company find its swing.
Challenge:
STIX creates quality golf clubs that are priced at a great value. It fills a market niche for beginners, super-casual players, or those needing a second set. And it has a surprising number of customization options for its price point.
The business model was distinct and ownable but wasn’t communicated through the brand. The brand felt inconsistent, talking about how good the clubs looked and missed the opportunity to speak about getting into the game.
The Insight:
Golf is an exclusive sport. At least, it feels that way for newbies. We identified a few barriers:
• Golf feels exclusive with private clubs, greens fees, etc.
• A decent set of clubs lives beyond most budgets
• Club technology is confusing and overhyped
• Starter sets are one size fits all, which isn’t good for most golfers
The Solution
We made STIX the entry point for any beginning or curious golfer. And owned the idea that “golf is for everyone,” making STIX a welcoming voice to the game. We brought it to life in design, messaging, marketing, and sales collateral.
Brochure
Website / Virtual Fitting / The virtual fitting tool highlights the range of choices not typically found in starter sets and provides better customer service.
Website / SEO Performance Marketing / We targeted sub-audiences by creating search-optimized landing pages based on their specific concerns.
Retail Packaging / We created 360° packaging that performed like a poster so we could compete smarter in stores.
Direct-to-Consumer Packaging / For the D2C packaging, an eye-catching green shipper would excite the golfer ready to hit the greens. An anti-theft option was offered to disguise the contents of the package as uninteresting lawn supplies.
