CASE STUDIES SOUTH LANCASHIRE GOLF
South Lancashire Golf
A proud heritage. A new generation.
Client
South Lancashire Junior Golf Association
Project
MASS developed a contemporary brand identity for South Lancashire Junior Golf Association, supporting its ambition to raise its profile and encourage more young people into the sport.
The project brought the association’s traditional roots into a versatile identity, supported by applications across clothing, equipment, print and digital settings.
Mass Role
· Creative Direction · Brand Identity · Visual Design · Brand Development · Brand Application
Delivery
· Primary Identity · Heritage Mark · Girls’ Golf Identity · Apparel Applications · Equipment Graphics · Flag Design · Digital Mock-ups
The Context
An established association with its sights on the next generation.
South Lancashire Junior Golf Association had a clear purpose: helping the sport grow at grassroots level.
Its identity needed to support that ambition, presenting the association to young players while retaining a connection to its traditional roots.
MASS was asked to create a refreshed identity that would raise the association’s profile and give it a more contemporary presence.
The opportunity was to bring its heritage and future ambitions together in a recognisable brand.
The Challenge
Make the identity relevant, recognisable and practical.
The association needed a modern identity that still felt connected to its history.
It also needed versatility. A mark used on clothing or a golf ball faces different demands from one appearing on a flag or a digital screen.
The challenge was to create an identity with enough character to represent the association and enough flexibility to work across those settings.
Every application needed to contribute to a consistent picture of the organisation.
The Idea
Carry the heritage into a new generation.
The identity brought the association’s history and future ambition into one clear visual system.
The Lancashire rose connects the mark to its regional roots, while the central golf ball makes the association’s purpose immediately recognisable. The 19 and 74 date markers anchor the identity in its history.
The primary logo, heritage mark and girls’ golf identity were developed as related parts of the same brand family. Each could speak to a particular audience or activity while remaining clearly connected to South Lancashire Junior Golf Association.
That thinking allowed the identity to move naturally across apparel, equipment, flags, digital applications and communications, giving the association a contemporary presence with its heritage still at the centre.
The Work
An identity developed through the ways it would be used.
MASS created the primary identity and developed a range of applications to demonstrate its versatility.
The work included apparel, golf ball and club graphics, flag design, a leather application and a digital mock-up, alongside the heritage mark and girls’ golf identity.
These applications brought the design into the association’s world.
They showed how the identity could move between equipment, clothing and communications, with different requirements for scale, placement and visibility.
The project carried the creative direction through from the central mark into a practical range of branded materials.
The Result
A contemporary identity with its heritage still present.
South Lancashire Junior Golf Association gained a refreshed logo and a range of applications supporting a more consistent brand presence.
The work gave the association a modern visual identity that could represent it across the different places people encountered its activities.
The finished applications demonstrated the flexibility of the design, while the association’s chairman confirmed that the identity retained the heritage that mattered to the organisation.
Why It Matters
Modernising an established brand takes judgement.
An organisation’s identity carries associations built over time. Updating it requires an understanding of what people value and how the brand needs to work in future.
This project demonstrates how MASS connects that understanding with practical design decisions.
The work brought together heritage, audience relevance and versatility, then tested the identity through a range of applications.
That approach helps an organisation move its presentation forward while maintaining continuity with its established character.
The Outcome
A refreshed identity to support the association’s ambitions.
The project gave South Lancashire Junior Golf Association a contemporary and versatile brand to support its work encouraging young people into golf.
Tony Mather’s response confirmed the central achievement: an identity that felt modern while carrying the association’s strong heritage.
The association had a clearer visual foundation for presenting itself, its activities and its place within the sport.
Client Response
“Working with MASS was a breeze. They really took the time to understand what we wanted for the association, creating a modern identity that carries our strong heritage.”
Tony Mather Chairman, South Lancashire Junior Golf Association
The Proof
BRAND IDENTITY A contemporary logo for an established junior golf association.
HERITAGE RETAINED Traditional roots carried into the refreshed identity.
VERSATILE APPLICATIONS Design developed across clothing, equipment, flags and digital settings.
CLIENT ENDORSEMENT A modern identity that retained the association’s heritage, confirmed by its chairman.