ABOUT

The age group enjoying golf in Korea is expanding to younger generations. ‘Friends Academy’, a golf center for 2030 users, sensed these changes in the times. There is still a perception in Korea that golf is a luxury sport. Also, the time and cost spent on field play comes as a big burden for MZ gens who want to enjoy golf. Friends Academy focused on these paint points to become a sports brand that approaches in fun, easy, and playable manner. We emphasized that anyone can easily learn golf indoors using IT technology that detects movements with sensors and corrects shots through the screen. The flag is expressed as a play button which indicates screen golf games in a friendly manner, and the brand key concept, ‘Whole in One’ refers to an integrated space. We tried to build a new brand design that completely broke away from the luxurious and old image of the existing golf-related industry. The traces of the ball toward the hole is expressed in the form of a simple line to visually express easy and enjoyable golf, and short satisfactory video series about ‘how to play hole-in-one’ role as an interst factor for users.