TOP-FLITE
MY ROLE:
Brand Strategy
Creative Direction
Packaging Design
Merchandising Design
Print Production
Advertising Consultant
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THE BALLS TO GO FOR IT
I collaborated with Top-Flite's advertising partner to create a deliberately irreverent and groundbreaking, 360-degree campaign that showcased compelling packaging & jaw-dropping advertising materials.
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A legacy brand known for its proprietary "dimple in dimple" technology and for creating affordable but serious golf balls,
Top-Flite hoped to make a splash with its 2014 brand and packaging redesign. Its legacy packaging was already glistening with special effects (embossing, debossing, aqueous varnishes, cold foils and hot stamping). Working together with its advertising partner, I led a team to create an iconic key visual that reinforced the "balls to go for it" masculine positioning, and did not solely rely on special effects to attract consumer attention at shelf, in advertising, or online.
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"These balls are long...they hop and stop, are durable...great price. Too many golfers throw away their money on overpriced balls that are not suited to their games."
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