Cleeks Golf Club
Tradition Refreshed
Rewriting the rules of golf on the LIV Tour.
Insight
The future of golf.
Much of golf’s enduring appeal lies in its timeless traditions, style and etiquette. For it to resonate with a new generation and become the future of golf, it must evolve to embrace bold ideas and inclusivity while still honouring the legacy and name that references the 15th century.
Idea
Bridging a rich history with a drive for change.
Together with Cleeks Golf Club we laid the foundation for a new long-term vision and strategy with Tradition Refreshed, a platform that honours golf’s timeless heritage while challenging conventional norms to ultimately redefine the sport.
The new identity is a homage to golf’s enduring beauty, blending classic elegance with disruptive innovation. The refined logotype demonstrates craftsmanship and precision, embodying the sport’s legacy and evolution. Every detail of the design, from the typography to the colour palette, reflects the game reimagined with a sharp and modern edge.
We’re immensely proud of our new brand and incredibly excited about the future of our partnership with AKQA.
Impact
Excellence in play, evolution in style.
To bring the work to life, an engaging brand tease and reveal strategy was created, followed by a content series spotlighting player reactions and behind-the-scenes exclusives. Cinematic storytelling connected fans to the essence of the new Cleeks Golf Club. The result was a brand that doesn’t just look the part but lives and breathes it. A rallying call for fans and players to join the club and redefine what golf can be.
