UNION COUNTRY CLUB REBRAND
I started by getting a feel of where the branding was when I began this project. I noticed that there was a heavy use of templates, low use of font hierarchy, and no established theme for the posts. Union Country Club (UCC) came to me with a desire for growth, content that elevated the perception of the Country Club, and company recognition. These patterns that I identified were not only hurting their brand, but they were also hurting the chances of the growth of the company.
The next thing I did was assess the target market and the target audience. In reality, the target market was the husbands in the families who were members of the country club. Typically, they were the ones making the payments, which meant we needed to develop effective marketing and pricing that met their needs as our target market. The target audience was mainly the wives at the Country Club. We needed to create content that appealed to the women of the Club and reflected what they wanted from their experience. This allowed me to move forward in creating updated brand guidelines. From here, I put together a small slideshow of colors and fonts to be able to get the company started with some basic guidelines.
Next, I created a content calendar to give UCC a consistent guide for posting based on when they had their events, deadlines for reservations, and overall brand awareness.
My next step was the actual content creation and marketing. I created posts that encapsulated the new brand guidelines, while promoting the events that UCC was actively hosting/promoting
What’s next?
My next steps include merch designs, theme designs for the Summer tournament, food/drink spotlights, and continued brand growth.