case study
Duck Woods Country Club


Golf Course & Country Club on the Outer Banks
duckwoodscc.com

Summary

Duck Woods Country Club in Southern Shores, NC began in the mid-1960s, developing over time to feature a spectacular clubhouse, championship golf course & recreational facilities, and the finest amenities and social offerings for its members and guests.

When faced with changing times and an aging atmosphere, the General Manager turned to GCP to redefine the “club” concept and revitalize the culture. In 2020, GCP initiated plans to correct any stereotypical perceptions and help shape the club into an inviting, diverse, laid-back, fun and family-friendly place for all to enjoy. Starting with fresh new branding and a complete website overhaul with active management, we immediately achieved goals and expanded new membership for the club. Our ongoing process includes anything the club needs from online marketing to advertising design and printing.

Our Roles

  • Strategy & Consulting
  • Logo Design & Branding
  • Website Design & Development
  • Advertising & Print Design
  • Online Marketing
  • Social Media Marketing
  • Content Development
  • Campaign Concepts & Management
  • Search Engine Optimization
  • Conversion Metrics & Analytics
  • Hosting, Email & Security
  • Printing Services

Challenges

Trying to change the traditions of any organization is usually met with resistance. Duck Woods Country Club has over 60 years of proud history and heritage… using the same logo since they began. So presenting a new look and branding to a board of directors with mixed emotions can be daunting as your first act. The old logo existed everywhere; from social media and internal office use to club signage and apparel.

The club’s previous website was outdated and stale, with copy that didn’t fit their desired narrative and vision. It was also integrated with a Members Only portion of the website that was necessary to keep and incorporate with the transition to our new design and content. Furthermore, current professional photography of the club facilities and activities was limited.

Changing the public’s perception of what a “country club” is and what kind of people can belong is a great challenge, especially in this day and age of increased social awareness.

Visit the website we created for Duck Woods Country Club

Solutions

It was obvious that the old Duck Woods logo wasn’t a good fit for today’s social media and mobile needs and the artwork itself was always pretty rough. We created a very crisp, more contemporary duck and leaf graphic combined with a clean, modern typeface resulting in an original and reliable logo with some variations for versatility. In order to soften any contention over the logo change, we presented the continued use of the old logo, on apparel and such, as a “vintage” option. To ease the transition further, we didn’t change the brand colors much, just determined precise color values to prevent deviation. We ultimately supplied a full Brand Identity Guidelines manual complete with fonts, color palette, rules and examples to establish best practices for consistency.

The new website GCP created features all new copy, headlines and descriptions we crafted to better express the club’s friendly atmosphere and beach lifestyle. A fresh overall appearance, along with better use of photography throughout, presents the club’s updated identity beautifully. The new site is also more informative for members and visitors with helpful added elements such as easily accessible club event calendars, news and social feeds.

Results

The new identity we launched has refreshed and enhanced the overall brand and visible quality of Duck Woods Country Club. Our continuous website management and active content updates help the club offerings stay current and compelling for existing members and those looking to join. The membership drives we guided were a huge success. We’ve built a great partnership with the club staff and earned their confidence that GCP is a teammate and asset, here to help the club prosper for years to come.

We can put solutions like these to work for you. Give us a try with a free consultation today!

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