Future Forward

When Nicklaus Golf Equipment recognized the need to appeal to a new generation of players, they came to Spring Design Partners with a clear objective — create a new brand identity that will drive the company into the 21st century.

How do you create a brand identity for a legend? Inspired by the grace and power of Jack's swing, the new identity reflects the technology-forward mission of the company and its products.

The new mark anchored the point-of-purchase program that earned them a 60% sales increase in participating Pro shops as well as an Advertising Institute Gold Outstanding Merchandising Award in its first year.