GolfPass
Role: Director of Creative & Product Design
GolfPass was a groundbreaking product we launched within the NBC Sports Golf group to create a one-stop shop for golfers. By acquiring Revolution Golf, a leading golf video instructional site, and merging it with GolfNow’s VIP rewards program, we provided members access to a full range of golfing resources. We also integrated Golf Channel’s on-demand programming and moved premium content from Golf Advisor, the top golf ratings and reviews site, behind a paywall to make it part of the GolfPass experience.
As the Creative and Design Director, I led my team in crafting a cohesive brand identity and user experience for GolfPass. Working closely with the on-air graphics team, we developed style and brand guidelines that aligned with Golf Channel’s premium feel. My team and I designed the digital product’s user experience to ensure it was seamless and intuitive, delivering value to our members while establishing GolfPass as the go-to platform for all things golf.
A New Idea
GolfPass was designed as the ultimate companion for every golfer, capturing the passion, authenticity, and inclusivity that make the sport so compelling. We envisioned GolfPass as a brand that speaks directly to golfers’ emotional connection to the game, meeting them at all levels, from beginners to seasoned players. It was aspirational yet accessible, providing an “insider’s voice” that wasn’t exclusive but open to all golf enthusiasts.
To achieve this, we built the GolfPass brand around five core pillars: Watch, Learn, Play, Shop, and Travel, creating a toolkit that encompassed every need and interest of the golf community. The design and tone were bold and identifiable, unique to GolfPass but unmistakably part of the larger Golf brand. Imagery played a heroic role, reflecting inviting, candid, and authentic golfing experiences that resonated with the passion of our audience.
As the Creative and Design Director, my team and I focused on crafting a user experience and brand toolkit that balanced GolfPass’s own identity with the trusted Golf brand. The result was a brand that not only aligned visually but also connected deeply with golfers, bringing them a platform that celebrated their love for the game while inviting them to explore, learn, and grow.
GolfPass Branding & Creative
Creating the branding elements for GolfPass was an exciting challenge that required balancing the established authority of the Golf brand with a fresh, approachable identity unique to this new product. We wanted every aspect of the brand to feel authentic, inviting, and inclusive, offering a premium experience that was still accessible to every golfer.
The visual language was crafted to inspire and resonate emotionally with our audience. We developed a brand toolkit with a strong color palette, typography, and graphic elements that were bold and distinct yet stayed in harmony with the broader Golf brand. The typography choices were clean and confident, aligning with the boldness of GolfPass, and they conveyed both the sophistication of a premium service and the friendliness of an accessible community. Color played a significant role too, helping differentiate GolfPass while reinforcing its place within the Golf brand family.
In terms of tone, we emphasized a knowledgeable but inclusive voice—speaking as an insider, but one who invites rather than excludes. We worked to ensure the tone was passionate and approachable, connecting with golfers on an emotional level. Each branding element was designed to reflect GolfPass’s five pillars—Watch, Learn, Play, Shop, and Travel—by weaving them seamlessly into the look and feel of the product.
My team and I collaborated closely with the on-air graphics team to ensure that every branding element would translate across all platforms, whether on-screen, online, or in marketing materials. This synergy ensured that the GolfPass identity felt unified and cohesive, reinforcing it as the go-to brand for golfers seeking a comprehensive, all-in-one experience.
Brand Elements
Fonts
Colors
Icons
Results
Product Designs
Designing the UI and UX for GolfPass’s website and mobile app was about crafting an intuitive, premium experience that golfers of all levels would find engaging and accessible. We structured the information architecture around GolfPass’s five core pillars—Watch, Learn, Play, Shop, and Travel—to ensure members could navigate effortlessly between features.
Using bold typography, vibrant colors, and real-life imagery, we created a modern design that felt both aspirational and inclusive, aligning with the Golf brand. The mobile app focused on easy, on-the-go access to key features like tee time booking, video streaming, and reviews, with optimized navigation for quick interactions. On the website, we highlighted richer content and enhanced the homepage to feature trending videos and popular courses.
User testing and feedback guided our approach, helping us build a functional, visually appealing product that resonates deeply with the golf community.
Design System
Ads
Mobile App
Website
