“My vision for Club Condor was to deliver an unprecedented experience. Without listened and challenged, and helped us to bring that vision to life. They’re the best in the business.”
— Albert Lindsell, Founder & CEO, Club Condor
DISCOVERY
Ambitious founders often see a reality that doesn’t yet exist. For Club Condor’s Albert Lindsell, that vision was a groundbreaking concept: London’s first exclusive destination for the urban golfer built around the complete game of golf.
Our discovery phase began with site visits, swinging a club up and down the four floors of No.1 Fleet Street – in hard hats. An 18-hole course in the countryside is a nice escape, but it’s out of reach on a rainy Tuesday lunchtime. Here, serious golfers can walk into a historic banking hall in the middle of a working day and swing a club, moving from pro-level simulation to finishing shots on a physical, movable chipping green. A performance-first sanctuary, Club Condor offers golf-specific fitness facilities that even the most prestigious country clubs lack, alongside spaces to catch up on work or grab a drink after a game.
Our strategy focused on golf as ritual, not just for Sundays. And we landed on a core idea: United in Obsession. From there, we built a brand that turned a vision into a lifestyle, and helped Club Condor to grow pre-launch membership above expectations.
Site visits at No.1 Fleet Street.
DEFINE AND DESIGN
We developed a brand identity suggestive of performance, practice, and obsession.
The logo needed to appeal to both the sporting and the membership world. The original – an old-school golf club – was replaced by a confident wordmark and symbol. Using custom typography, the wordmark is evocative of a golf swing, while the symbol – with the “o” as a hole in the centre – is discreet, used for those in the know, and playfully executed across merchandise. It can flex across applications.
A neutral colour palette is anchored by premium dark green, with a bright coral accent used sparingly as a signature colour in the shape of a dot. Symbolic of repetition and endless practice, the dot adds a layer of colour and play to the toolkit, and works well for animation.
A robust suite of typefaces allows for flexibility and gives a premium flourish to a technical execution.
Defining Club Condor’s difference.
DELIVER
- Brand toolkit + operations guidelines
- Investor deck
- Membership deck
- Website reskin
- Social media launch campaign focused on paid media assets to drive membership enquiries. Early results show an 84% conversion rate once prospects reach the application stage
- We’re now working on phase 2, which includes a social shoot in London
- Stay tuned…