In September of 2014, TaylorMade made the decision to open its own retail stores in the U.S. for the first time. They had an aggressive deadline to have the first store open in the first quarter of 2015. Without a look and feel for owned retail, the canvas was clear. We made some strategic decisions what the feel of the store would be: premium, open, true to golf. This had to be the best shopping experience in golf, even if it is for off-price store. On March 31, 2015 these doors opened in Myrtle Beach, SC with 10 more locations planned before the end of 2015.
All fixtures were designed to be as low as possible to differentiate this experience from other golf retail where visual height overwhelms the shopping experience.
Drafting off the TaylorMade logo's 13º angle, the bag wall, fixture legs, and cash wrap all incorporated this slant bringing a cohesive and unique shape to the space.
Keeping within the palette of golf, dark wood was used. Orienting the grain horizontally helps widen the space and make it more contemporary.
As in-house Creative Director for TaylorMade, I worked with our internal teams and our agency partner, Zambezi, to tell the story of R15. The drivers is built on 15 years of innovation that allows you to become what your made of. The film series shows how TaylorMade's athletes and their products are made of greatness.
See them all here.
As in-house Creative Director for Adams Golf, I worked with our internal teams and our agency partner, Zambezi, to reinvent the golf lesson video. As part of our brand strategy to make golf enjoyable, we wanted to get away from the boring old swing tip and touch on subjects that may be new to the first-timer or veteran golfer.
You can see them all here.
P.S. That's me hacking away at the bushes in "5 Minute Rule."
This book was designed to showcase all of the elements of the Nike Golf Oven Campaign with each being numbered. It was designed to resemble the industrial and utilitarian nature of the research and development facility in Fort Worth, TX.
Coca-Cola wanted to see some ideas on how to give their product a life after consumption. This idea was to "pay it forward" with the gift of the flower. The concept included packaging with flower seeds embedded in the cardboard. Once all the bottles were drank, the packaging was planted and the bottles were used as vases when the planted cardboard bloomed.
A friend of mine who is the assistant football coach at David Douglas High School and I were chatting about uniforms one day. We were discussing some of the Oregon Ducks recent duds, and I asked if anyone had ever done a design for his school. He said no because his school is one of the poorest in the district and custom anything would be beyond reach. I saw it as a fun opportunity to do something to make him and his students feel like a big-time program.
I re-made their Scotsman logo, created a custom tartan pattern, and sent him this presentation a month or so later. Him and his students were in love.