Devereux Golf

Devereux Golf is a prominent athletic apparel brand deeply entrenched in the golf industry, boasting a significant presence across 170+ golf clubs. I spearheaded a rebrand in 2021, when we made an intentional pivot to make the game more accessible and inviting to all. Examples of my work range from before the rebrand to after its implementation.

Updated logotype with new brand tagline messaging.

Design service branding for golf-specific customization needs within partnerships.

Alternative design service branding utilizing additional brand fonts.

Variable logomark.

Office illustration + new brand tagline.

When COVID-19 hit, the company initiated a review of its business model, a project I was fortunate to contribute to extensively. During the transition, we ventured further into the online D2C market, shifting our focus from relying on B2B partnerships to exploring new avenues for direct consumer engagement. It was a complex endeavor that demanded months of strategic planning, refining messaging, and collaborating closely with our public relations team to ensure that our goals, timelines, and media coverage aligned with our new vision and mission.

Our updated 2020 Brand Standards Manual.

With the rebrand came our desire to position ourselves as a leader in creating a cultural shift within golf. For so long, golf had been stale and stagnant, marketing to the traditionally-styled players and older generations. The shift allowed us the flexibility to develop products we were more proud of and could fully endorse. We figured, it was a worthwhile effort to design clothing that we would want to wear, on and off the course, to move the game forward and invite all to play with better entry-point pricing to golf gear.

After making the determination, we set out to leave our mark and make it count for something. Our work for our Peachy capsule, inspired by the food menu offering of the Masters' tournament, grabbed the attention of HYPEBEAST in April of 2021.

Trailer wrap.

Poly mailer + packaging design.

Infinitely scrolling brand tagline.

Above: Devereux office entrance.

Below: Devereux gift card social giveaway.

Brand film.

Above: Brand mascot based off of the pimento grilled cheese served at the Masters' tournament.

Below: Graphic tee development.

Spring 2021 line sheet.

Video still.

Video cover image.

Photo retouching + coloring of product colorways for various use cases (line sheets/e-comm/marketing).

Tag labels.

Illustration showcasing our design services

Graphic used in email and a few other places

Thank you letters.

Custom pattern + sock design concept.

Additional custom patterns + sock design concepts.

Updated sock packaging.

Above: Standard logo socks with updated packaging.

Below: Various social graphics.

Above: Fall 2020 line sheet.

Above: Active Performance Focus delivery.

Above: Golf Performance Focus delivery 1.

Above: Golf Performance Focus delivery 2.

Above: Golf Performance Focus delivery 3.

Above: Swim Performance Focus delivery.

Below: Website hero image + social graphics for our annual warehouse sale event.

Above: Bag stuffer drop-ins featuring a discount and a message of gratitude for brand loyalty.

Below: Additional social graphics.

Advertisements of our mask initiative during COVID-19.

Fukubukuro is a Japanese New Year custom in which merchants make grab bags or blind boxes filled with random contents to unload excess or unwanted merchandise for a substantial discount. It's a Japanese superstition that one must not start the New Year with unwanted items from the previous year to start clean.

Social graphic for the launch of this graphic tee

Social graphic carousel

Illustrations for hang tags.

Additional illustrations for hang tags in an alternate style.

We hosted affiliates, influencers, sponsors, PR teams, and athletic pros to the 2020 Waste Management Phoenix Open and planned a week of fun activities to take part in, like a Cloth & Flame dinner in the desert, alongside our team. Above is the itinerary designed to help them coordinate their busy schedules.

Custom pattern featuring "Golfers Only" text.

Website graphic for the Augusta hat restock.

Alternate Augusta design

Website hero image for our Affiliate Program page.

Proper T-Shirt graphic

Proper Threads T-Shirt graphic

Custom T-Shirt graphic

Custom hat badge

Gift card graphic

Aiming Oil can mockup

Aiming Oil can illustrations

Arizona/Christmas-themed graphic.

I was responsible for creating custom social media content for hard posts and stories promoting product launches, sales, holidays, and events – various advertisements, photo retouching, color correcting, and isolating photos for lifestyle, e-commerce, and line sheets – custom character/brand mascot creation – product illustration – product development – establishing brand fonts and standards – evolving and strengthening the brand – creating additional brand elements – custom pattern creation – package design – label design – tag design – hang tag design – product mockups – digital screen mockups for web and video – print collateral, signage, stationery, bag stuffers, thank you notes, parcel bags, poly mailers, and trailer wraps – promotional materials/stickers – website headers and webpage content – e-mail template and digital content – event invites, guides, and various materials for PR partners – promotional graphics for Devereux-hosted tournaments and collaborative brand partnerships – creating logo options for local golf courses – assisting on photo shoots – and writing much of the copy found within the works.

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