Pelican Golf Club

Creating a luxury brand for a private golf club.

A pink cocktail with ice, a lemon slice, and a black straw on a grassy field with a clear blue sky.

We created a brand for a private golf club where old-world tradition meets modern luxury.

A white flag with blue trim and a gold outline of a swan on it, flying on a golf course under a blue sky with scattered clouds and trees in the background.

From the Start

Pelican Golf Club, an exclusive club in Belleair, Florida, is the definition of luxury. And when designing a luxury brand, we aim to elevate each and every detail. To set the tone for The Pelican’s opulent brand, we worked through our brand development process to outline the club’s values and vision. Since then, we’ve partnered with The Pelican to carry out its ideals through everything from sub-brands to stationery.

An immersive luxury experience requires intentional decisions at each level.

We continue to refine every detail of the Club’s internal and external story; from member communication to custom photography to menu design.

World-class luxury creates world-class event opportunities.

The commitment to cohesion and excellence behind the Pelican brand has awarded the Club the opportunity to host high-profile events like THE ANNIKA, the Tampa Bay area’s signature LPGA event, and The Match, a head-to-head competition with major professional golfers. These events draw guests across the country to Pelican Golf Club and help make Pelican an elite destination.

"Time will tell whether Doyle's vision plays out in the coming year, but if nothing else, the aesthetics are certainly in a place to have Pelican shape into the Augusta of the women's tour." -Golf Digest

Water splashing out of a glass, with bottles on shelves in the background.

The Voice

A consistent voice is essential when building a successful luxury brand. Our in-depth style guide sets clear standards for The Pelican’s internal and external communication.

A neatly made bed with white bed linens and pillows, illuminated sunlight casting shadows, a small glass of what appears to be champagne or sparkling wine on a gold tray, and a perfume bottle, in a softly lit bedroom with a dark wall in the background.

A white cocktail with red flower petals garnishing the top, placed on a round, golden table in a dimly lit room.

A plated gourmet dish featuring cooked meat garnished with herbs and vegetables, accompanied by a glass of red wine on a white tablecloth.

A gray bench with various items on it, including white sneakers, a white mask, a blue cap, and gloves, against a black wall and tiled floor.

Our ground-up approach to branding includes designing an organization’s internal culture. Not an easy task, but one that is directly translated to the customer experience.

Blue blazer hanging on a hanger inside a closet, illuminated by a light source from the left.

Internal Employee Branding

Ensuring employees felt comfortable with the brand essence, we hosted a launch party for The Pelican team, which achieved the employee buy-in necessary to bring the brand to life. We penned internal mantras and core values that zeroed in on detail-oriented service, which gave the team a shared understanding and common goal to work toward. This employee-focused effort got the entire staff on the same page and ultimately furthered the luxury experience for Pelican members.

A house exterior during dusk with illuminated wall-mounted lights, surrounded by lush greenery including bushes, a tree with large leaves, and a lawn.

A tall modern chandelier with elongated glass tubes hanging from a round central fixture, seen from above in a multi-story interior staircase area with black and white striped rugs and a black railing.

A dark interior scene with a table set for dining, featuring an open magazine, two glasses of amber-colored beverage, and a fireplace in the background with a framed picture above it.

The Experience

Through establishing and managing The Pelican brand, we entered a unique challenge: taking a prominently private brand and exposing it publicly as the club hosted a national LPGA golf event. Ensuring the private brand maintained its luxury, we worked with the club to build a brand personality for the tournament that fit within the brand standards we live by.

See what we did

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A golf course with green grass, sand bunkers, a pond, and trees. There is a building with blue roofing and an American flag in the background under a clear blue sky.

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