WORK & CASE STUDIES


Datrek Golf Bag

There is no other sport in which brands take on a meaning of their own quite like they do in golf. When you throw a football, no one asks you what brand made it. But in golf, you don’t use a golf ball, you use a Nike, or a Callaway, or a Top Flite. If a brand doesn’t have a distinct identity in the golf world, it gets lost behind those that do. Datrek, a golf bag company, had become unrecognizable and worse, undistinguishable.

When Datrek turned to fredsparks to revive their brand identity, we realized that it didn’t need to be revived, it needed to be completely reinvented. So we started from the basics. We designed a new logo, developed new brand standards, created new golf bags and of course, constructed a new and unique brand identity. The aesthetic tone matched the target: young, flashy and edgy.

We wanted the brand to do more than just look innovative, we wanted it to be innovative. We developed innovative features, such as a ball drop pocket, that no other company had done, which became intellectual property of Datrek. If the bags weren’t already unique, we gave them several new features and accessories that no other bags had ever had.

We rebranded Datrek, generated intellectual property for the brand and created a unique identity in the market. People noticed. The initial order from suppliers was doubled and after earning loads of free media for the Datrek brand, our bags won two silvers and one gold award from Golf Digest.

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FRED SPARKS DESIGN, INC. ALL RIGHTS RESERVED. ST. LOUIS, MISSOURI USA 2016