Case Study Topgolf

Redefined branding tees up fresh new approach and industry recognition


Communicator Award of Excellence

Strategy, UX Design

The Situation

They’re Topgolf, a global sports and entertainment community.

When it was time to redefine its brand, Topgolf knew the job would require a whole lot more than graphic design. The company put its trust in Smith to create a unified brand experience that would drive value and growth.

“We’re in business to help our clients succeed. But winning awards can be an exciting by-product of those efforts. We are honored that our work was recognized by top-tier marketing professionals within the IAVA.”

Tony Steel – CEO, Smith

The Work

The first phase of brand work involved extensive research to determine and develop optimum brand positioning, voice and design. Smith proposed a strong focus on the customer experience to help the brand evolve into a singular revolutionary, technology-driven experience centered around play. Upon initial brand approval, Smith went on to create and execute a roadmap to bring the redefined brand to life at Topgolf’s venues, as well as in its on-site kiosks, websites, mobile experiences and employee portal.

Real Results

Smith’s efforts to reimagine Topgolf’s branding were recognized with a Communicator Award of Excellence from the International Academy of the Visual Arts (IAVA). Smith received a Gold Statuette in the category of Corporate Identity.