Northbound

 
Client:
Northbound
Year:
2016
Deliverables:
Brand, Digital

Modern golf can be a frustrating game. This leads many players to seek professional help, but – just like seeing a shrink – that’s a process that can leave you feeling analysed half to death and no longer trusting your instincts, without seeing the long-term, ongoing improvement you were hoping for.

Professional golf teachers Martin Ayers (Australia) and Michael Powers (USA) had a different idea: a subscription-based website dedicated to helping players get back in the game, enjoying their golf and learning from every hole. The feeling they wanted for the brand harked back to the golden age of golf, before the advent of analytics and performance sportswear, when the game was played more naturally and was cool and enjoyable.

 
 

"They start with perception and intention, and then focus on learning from the game and reacting instinctively to whatever comes up."

 

‘Their approach is something we really relate to,’ said Mike, Huddle’s lead designer on the project. ‘They start with perception and intention, and then focus on learning from the game and reacting instinctively to whatever comes up. That’s something we do all the time with new projects, as it lets us quickly tune into a kind of innate wisdom and insight. It’s a real game-changer.’

Judging from the brand identity created by Huddle for Northbound (a name they created for the business, reflecting the direction a subscriber’s game will continuously move in), the approach works beautifully. 

 
 
 

The brand has a glamorous retro feel, from the cursive script of its logo and ‘N’ monogram to its monochrome colour palette (with gold as a highlight colour). Atmospheric black and white photography shows coolly dressed golfers playing on a proper course, in the wild, reacting to what’s in front of them rather than getting caught up in their own biomechanics or analysing to death every shot that goes wrong.

 
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Northbound’s Andrew Scott, a former management consultant, says, “Huddle have created a brand with a timelessness and depth to it – a retro glamour that’s very appealing to our audience – that is also very “now”. They hit it just right, and have produced an identity that really resonates with our golfing audience, communicating what’s different about us and helping us really stand out.”

 

"Huddle have created a brand with a timelessness and depth to it – a retro glamour that’s very appealing to our audience – that is also very 'now'."

 
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