What We Did

BRAND STRATEGY

LOGO DESIGN/REBRANDING

BRAND ROLLOUT STRATEGY

AMENITY NAMING

AMENITY BRANDING

PRINT & DIGITAL DESIGN

CONTENT DEVELOPMENT

COPYWRITING

ILLUSTRATION

ON PROPERTY SIGNAGE

Loblolly is an intentionally small and exclusive country club on Florida’s Treasure Coast. It has earned a reputation as one of the region’s best golf clubs, yet remains unfamiliar to most audiences, despite being one of the few Florida clubs to feature a marina amenity.

Having just completed a large-scale renovation to its facilities, Loblolly engaged DAMN GOOD to develop new branding for new dining amenities, and to help shore up the little-known brand.

Unlike other clubs the Agency has worked with, Loblolly was not interested in growing its membership or reaching new audiences, preferring instead to remain a relatively tight-knit enclaved community. So instead, DAMN GOOD focused upon its exclusivity to foster a certain mystique for the brand, placing it alongside other noteworthy golf clubs, such as Jupiter Hills and Seminole clubs.

The Agency also enlisted the illustrative talents of renowned artist Steven Noble to re-create Loblolly’s iconic tree logo, thus bringing an elite sense of sophistication to the brand’s mark that reinforced its exclusive positioning.