We develop brands from the inside, out.

The Inside

Discover your brand’s reach, audience, market, purpose, and beliefs. How we develop brands is grounded in where that brand will live and who it will interact with. If you already have some of this information, we can leverage that too.

We gather and develop this foundation with:

  • Brand awareness studies
  • Audience insights
  • Market research
  • Stakeholder interview
  • Strategy & tactics
  • Positioning
  • Brand pillars


The Outside

Define the brand with a strategic identity.

If you have a brand that doesn’t properly represent your business, or you have no brand at all yet, these are things we can help you with:

  • Voice and tone
  • Expressions (tagline, key marketing points)
  • Visual identity
  • Campaign concepts
  • Copywriting
  • Brand partnership approach
  • Content strategy


Ongoing Support

If you’re the Founder of a small business, or leading a team at a larger company, we offer select clients:

  • Brainstorms & workshops
  • Strategy advisement
  • Oversight of Brand implementations

Fairgame—Bringing a Classic Game Into the Modern Age

  • Positioning
  • Brand Strategy
  • Visual Identity
  • Voice and Tone
  • Expressions
  • Product Strategy
  • Visit Link
  • Positioning
  • Brand Strategy
  • Visual Identity
  • Voice and Tone
  • Expressions
  • Product Strategy
  • Visit Link

It’s no secret that golf has gained a reputation for lacking diversity and being dominated by people who have money. Between the complexity of the game and factors like attire and etiquette, there’s a high bar for engaging with the sport.

So when Fairgame told us that their mission was to expand the reach of golf, we knew it was imperative that the brand be as welcoming as possible.


Key Insight

61% of the junior category (ages 11-18) are female or non-caucasian.

Tides Are Changing
We found some good news in our audience and market research, which was that despite its intimidating reputation, 5mm people say they’re interested in playing the sport.

Plus, the younger generations are bringing diversity with them.


Turning Interest Into Engagement
When a brand must be capable of communicating effectively with a range of demographics, it’s important to find a center of gravity as you develop all aspects of the brand. For Fairgame, this became golf itself.

Because despite its reputation, the reality is that golf has a lot to offermental and physical stimulation, socialization, outdoor time, and as a result, health benefits. With this, plus the audience insights validating that people do in fact want to play the game, we had our strategy:

Don’t change golf, celebrate what’s beautiful about it and watch it expand.

This led us to a tagline that we knew anyone interested in golf could agree on:

Golf Is Good

Looking Familiar
Given the stigma surrounding golf, the visual identity needed to make people feel comfortable. It needed to immediately showcase that there’s nothing to be intimidated about when it comes to Fairgame. It needed to speak to pros and newbies, alike. 

The logo we designed for Fairgame takes inspiration from 80s and 90s sports nostalgia (if you happened to be around then). Even if you don’t recognize the call back, the chunky, slab serif type used in the logo still reads as friendly forward.



Logo mark

With a strategy grounded in celebrating what’s beautiful about golf, it was an obvious choice to emphasize green in the color palette. We did this by keeping a simple palette of white and green as the primary, accented by colors you’d find out on the courseblue sky, yellow sand, and red flags. 

The visual identity comes to life through abstracted shapes of golf greens from real-world courses. 


Good Work = Happy Clients

Just a quick note—I sent a text to Eric after our call saying how nice it is to be working with you all.

Ben Clymer, Co-Founder