The aesthetic of golf looked a lot different in 2010. A decade before hypebeasts, sneakerheads and skaters became regular fixtures in the sport, golf's visual landscape was considerably more staid.

GolfWRX already represented something different. Built around an obsessive community of players, gearheads and insiders, it approached the game with a younger, more irreverent point of view—and had become one of the places serious golfers went to talk about what they actually played.

The identity needed to look less like the institution of golf and more like the people pushing against it.

We built a visual language around speed, equipment and competition: an aggressive primary wordmark paired with a family of badges and secondary marks that could behave more like club insignia than a traditional corporate identity. The system gave GolfWRX a recognizable voice across editorial, social, merchandise and an increasingly large community.