SLC Golf

Known as Salt Lake City Golf, the organization was facing two challenges to its brand. First, the city’s premier collection of six unique courses was in need of an update for their outworn and disparate brand family. Second, they were facing a rising tide of opposition in the community and in government about the viability of golf courses in the face of drought. We renamed the organization SLC Golf, created a new brand story that was centered around conservation and urban land preservation, and developed a visual brand to create modern and consistent identities that also paid homage to the courses’ lengthy history in the Wasatch Front.