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