Positioning / Corporate Design / Guideline / Implementation
In less than 10 years Kramski Putter managed to establish itself as a premium brand within the international golf scene. This connects strongly to the brands perfectionist and systematic approach of analyzing and refining the game. Based on the brands USP Kramski Putter underwent archetypal brand positioning resulting in “the leader” as the brands personality and the new claim “Mastering the green”.
The goal for the design assignment was for the positioning become convincing and tangible. The newly developed clean, straight-forward and self confident Corporate Design serves this cause. The visual elements, reflecting the high level of quality, the precision and the systematic approach, allow for an intuitive understanding of the brand and it’s promise to golfers around the world.
The most important implementations were the extensive new website, the image brochure as well as a wide ranging ad campaign in specialist magazines relevant for the target group.
Postproduction: Thomas Vögele