OVERVIEW
Making golf your game, through a new beginners golf club. We designed an experience for kids to get introduced to the game of golf at a fraction of the cost.
ROLE
Concepting
Product Innovation
Social
User Journey
UX/UI
Toolkit
Cinema 4D
Illustrator
Figma
Photoshop
Project Type
Group Project
Background
800 public golf courses have closed in the last decade, making it harder for beginners and junior golfers to explore the game traditionally. But what about those who aren’t looking to play traditionally? They may turn to a phenomenon known as urban golf, but within that space there aren’t many courses in accessible places and good facilities are hard to come by.
problem
Golf suffers from "country club" syndrome
Opportunity
What if kids in urban areas could be introduced to golf without their parents worrying about the costs or logistics?
solution
A new golf club that addresses the limitations of urban areas such as space all while keeping the costs low without giving up good quality.
The golf club can be taken apart to become two separate pieces, the club head and the shaft. When a kid outgrows the shaft, instead of buying a new club they would only need to buy a new one. A common concern for parents when buying clubs for their child was how long it would take for their child to outgrow something. Golf clubs can be an investment, so finding a way to help reduce cost was important.
HOW IT WORKS
Youtube ads
Considering the target audience are 7-12 year olds, meeting them where they already are is crucial. These fun and invigorating Youtube ads would capture their attention.
Instagram campaign
Promoting an Instagram campaign in the form of a quiz creates the opportunity to interact with the content and introduces them to the new FILA x Titleist golf collection.
website
Parents and kids can explore the new collection, learn more about the golf club, and explore other gear.
quiz
Parents or their children can take a quiz to help guide them in choosing the right golf club.
This project really allowed me to tap into the curiosity of my inner child and explore a sport I knew nothing about. It was a huge learning curve but I really got to delve deep into understanding golf and allow my natural questions to flow. It was rewarding to fully immerse myself into a new culture and come up with a feasible solution.
Francine Townes-Jackson (AD)
Hunter Mott (ST)
Joe Brooks (CBM)
Leon Brewington (CBM)
Nebraska White (CW)