For Playgolf, the challenge was clear: to modernise golf's image and make it accessible and fun for everyone, from keen amateurs to seasoned pros. As Art Director, working closely with typography designer Luke Prowse, Paul was instrumental in bringing the Playgolf offering into the 21st Century.

This was a full-scale brand campaign with a distinct digital-first approach, essential for driving real-world engagement and getting people to Playgolf's facilities. Paul uniquely combined his art direction with technical input and hands-on production expertise at every touchpoint. The project spanned the entire user journey, from wireframing and web design to shop functionality and app engagement. It included a comprehensive suite of digital ads, online communications, and social content, seamlessly extending into real-world activations, such as signage, business cards, and even the mugs in the Playgolf cafés.

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Paul managed the relationship with senior Playgolf board members, ensuring a fresh, cohesive brand experience that aligned perfectly with their vision. He focused on user-friendly design and a unified brand strategy to enhance marketing impact and user engagement significantly. By designing modular shop pages and engaging newsletters, and creating consistent branding elements for every touchpoint, from centre-specific web pages with booking engines to corporate video idents, Paul ensured Playgolf's accessible and fun offering was communicated effectively across each medium and platform.

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