Description:

Arrowtown Golf Club is a historic and picturesque course, ranked 7th in New Zealand and, proudly, the country’s oldest active golf club - established in 1911. They understood that to continue to compete as a Club, they needed to move with the times. The club sought a refreshed brand system that honoured its rich heritage while positioning it with a contemporary edge for long-term relevance.

To resonate with both international visitors and loyal local members, the identity needed to be versatile, distinctive and easily applied across collateral and merchandise. Central to the rebrand is a unique logo system, where the letters A, G & C are cleverly formed from the shapes of the course’s natural fairways – creating a bespoke, ownable mark that captures the land’s character and the club’s identity in one.

Inspired by local heritage architecture and gold mining-era typography, the system also includes a suite of logotype lockups and collectible souvenir emblems. Throughout the brand experience, motion adds a real sense of modernity with dynamic typography and layout, elevating the brand. A bold, seasonal colour palette adds flexibility, enabling the brand to shift fluidly from heritage to modern, luxury to casual, helping Arrowtown stand out with clarity and character from neighbouring clubs.

Overall, the rebrand and website update have completely reinvigorated the club. The Arrowtown Golf Course saw a 30%+ increase in merch sales and a 45%+ increase in non-affiliate green fee bookings (despite increasing the green fee rate for non-affiliates by over 50%)The Yardage Book podcast rated the Arrowtown Golf Course website as the #1 golf course website in New Zealand. There was no mention of a #2 because, in their opinion, nothing even came close.