GOLFPASS is the must-have membership for anyone who loves the game. This feature-packed program includes GOLFPASS original shows and GOLF fan favorites, a GOLFNOW tee time credit every month, 400+ hours of world-class instruction, exclusive travel tips, travel credit and more!
Nathaniel Howe Studios was thrilled to partner with our longtime friends at Golf Channel for this new initiative - it's only natural, considering we have a putting green in our office.
PROCESS: Designing a brand compass Working with a brand that is still in the early stages of establishing their visual identity is always an exciting challenge for us. Working collaboratively with the creative leadership at Golf Channel, we developed a design language to harmoniously span across print, digital, and on-air. We arrived at a clean and bold look through the process of exploration and iteration that cements itself as iconic to the brand. An important aspect of visual consistency was developing a kit of parts. This toolkit empowers the in-house creative talent at Golf Channel to tackle any creative challenge they have well into the future.
PROCESS: Animating the brand Almost in complete tandem with the design process, we were exploring and developing an animation theory for the brand. One of our first deliverables for the entire job was to be a quick and concise introductory animation to create awareness. It touched on the five pillars of GOLFPASS and the vastness of its content. The animation landed in a place that was ultimately informed by the design itself, which allowed us to effectively present a lot of information in a bold, clean execution.
PROCESS: Choreographing a live action shoot We followed up the success of the introductory spots with a series of live action ones. The objective of these spots were to further show viewers how GOLFPASS is bursting at seams with benefits, and how access to them is quite literally right at your fingertips. Working closely with the internal creative team at Golf Channel, we choreographed and directed talent on set in Florida to interact with CG Assets that would later be seamlessly integrated around them in post production.
PROCESS: Getting to the heart of Golfpass We believe in the design process. That means dedicating time to explore curiosities, and playing freely in design. It also sometimes means unexpected turns along the way that ultimately leads us to the heart of every creative challenge. No matter a project scope, our process is always the same, and it always starts with design.