Brand · Product Design · 6 months

Golfixx

An identity for an Auckland screen golf facility that had to work on a building and in a checkout, built as a system and still running the live site.

Role: Brand & web design, freelance
Client: Golfixx · Wairau Valley, Auckland
Scope: Identity, guidelines, templates, photography, site design
Live: golfixx.nz

Golfixx: The resolved lockup, reversed out of the accent colour. One — The resolved lockup, reversed out of the accent colour. One identity had to serve the website and the building. So the mark had to hold as a solid shape at signage scale, not only as a fine outline on screen.

How might we create a visual identity that represents the brand Golfixx, and create an e-commerce experience for new customers?

The brief

Golfixx is a screen golf facility in Wairau Valley, Auckland. One identity had to carry the website and the building. That is a harder constraint than it sounds. A mark painted at architectural scale still has to hold at favicon size.

Six months, and the only designer on it. The scope ran from logo through brand guidelines, templates, photography and videography to the design of the site.

Golfixx: Where it started. A page of hand exploration working the wor — Where it started. A page of hand exploration working the wordmark, the club and the ball against each other before any of it was drawn properly.

Golfixx: plate 1 — Two explorations and the answer. In the first two the ball is a separate outlined mark sitting above the wordmark; in the third it is filled and set inside the O. That is the decision: two elements become one shape, which is what lets the mark survive being painted on a building and shrunk to a browser tab.

Golfixx: plate 2 — Two explorations and the answer. In the first two the ball is a separate outlined mark sitting above the wordmark; in the third it is filled and set inside the O. That is the decision: two elements become one shape, which is what lets the mark survive being painted on a building and shrunk to a browser tab.

The system

Three colours and one typeface, specified tightly enough that other people could apply them without asking. Charcoal Black #262626, Neon Lime #CFFF41, Pastel White #EBE8E8, set in PP Telegraf, Ultrabold for headings and Regular for body.

The voice is built on short imperatives, which is where "Fix your Goal, Fix your Golf" comes from.

Golfixx: The site as it stands today. The tagline is still the first — The site as it stands today. The tagline is still the first line on the page, and the ball mark still carries the right hand side of the hero.

Golfixx: The commercial half of the brief. Memberships and casual rat — The commercial half of the brief. Memberships and casual rates side by side, priced in the open, so a first time visitor can work out what an hour costs without contacting anyone.

What held

The useful test of an identity is not the presentation, it is what survives contact with a working business. Checking the live site against the guideline: all three specified colours are still in use, PP Telegraf is still the only typeface loaded, and the tagline is still the first line on the page.