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.
GOLF BALL PACKAGING
TaylorMade struggled to have a consistent look at retail to merchandise their entire line of golf balls. as Global Creative Director, I lead our design team to create a template that allowed each ball to have its own look and visually hint at its performance story, while still maintaining a unified shelf at retail. That unification helped TaylorMade steal shelf space from competitors and increase sales at key accounts.