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Like a professional to his caddy, Europe’s
No 1 golf retailer, American Golf Discount sought advice from
FOUR IV on the repositioning of their brand and the creation
of a compelling retail offer.
Challenged to draw up a new stance for the golf
retailer, FOUR IV’s brand positioning ‘best selection,
best value, best advice, everything today’s golfer needs’
demanded dispensing with the word Discount.
Plugging those staff
is the visual language which encourages dialogue between staff
and customer. ‘American Golf’ donates a can-do
phrase
in its last eight letters
– ‘icangolf’, ‘icanhelp’ say
the staff, via their t-shirts.
The more sophisticated, professional tone of
voice is shot through all
the graphical communication. A bespoke typeface is
named ‘Wedge’ after its cut-off corners.
Cool colours are chosen from a palette of blue, silver and
red.
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