Client

Australian Golf Club

Sector

Disciplines

Creating contemporary heritage for Australia’s oldest golf club.

Founded in 1883, The Australian Golf Club is Australia’s oldest club, and one of the most prestigious to join. The average age of members was hovering around 75 years old - with only 20% of members actually using the golf course. Most joined for the bragging rights and use of the club house.

Challenge

The goal was to reduce the average age, get members using the course, and make The Australian a fixture on the professional competition circuit. This would increase revenue and allow for further upgrades to the course and facilities. We were asked to update the identity reinforcing heritage.

Solution

We abandoned the graphic outline of Australia in favour of a more traditional monogram. This was crafted around the capital ‘A’ to highlight the premier place the club has in Australian golf.