The Legend Clubs
Brand & Digital transformation
Brand Strategy & Positioning
Challenge:
The Legend Clubs is a private network of four premier golf properties in Wisconsin. They needed to evolve their brand presence to attract younger members, drive growth, and unify their identity while honoring each course’s individuality. Their digital presence was outdated and the messaging lacked clarity and hierarchy—especially for their semi-private Bergamont location.
Approach:
We began with extensive research on competitors and member demographics. From there. we defined positioning and messaging that emphasized exclusivity, family-centric living, and modern luxury without losing the club’s heritage.
Deliverables:
Member segmentation & persona insights
Competitive analysis across Wisconsin and national clubs
Refined messaging pillars
Brand personality
Mission & positioning statement
Visual Identity & Website Strategy
Challenge:
Each club under The Legend umbrella used the same logo, creating confusion and diluting brand equity. Their existing website lacked hierarchy and made it difficult for prospective members to navigate offerings or understand the full experience.
Approach:
I redesigned the brand’s identity to differentiate yet unify the courses, using a timeless but contemporary aesthetic. The website strategy focused on improving information architecture, streamlining storytelling, and emphasizing the value of membership across all properties.
Deliverables:
Brand voice & copywriting system
Refreshed logo treatments and typography
Website architecture & navigation
Website copywriting (homepage, membership, amenities, and about)
Conversion-focused membership tiers:
Championship: Unlimited golf + full amenities
Player: Restricted golf + all amenities
Lifestyle: All amenities, no golf
Marketing Strategy & Campaign Development
Challenge:
To grow membership and create long-term revenue streams, the club needed a more comprehensive marketing system across digital and traditional platforms.
Approach:
We built an integrated strategy that spanned organic and paid social, paid search, email, TV, and community-based activations—designed to reach high-value audiences across Wisconsin. Emphasis was placed on young professionals, dual-income families, and retirees looking for community.
Deliverables:
Media plan spanning Meta, TikTok, and local TV
Paid search campaign buildout (keywords, copy, extensions)
Campaign concepts for member referral programs, pop-up events, and social mixers
ROI projection model tied to website, branding, and ad performance
5–20% projected membership growth → $75k–$300k revenue boost annually
Full branding & marketing strategy projected up to $950k in annual lift
Whether you're refreshing your brand or launching something new, I bring strategic thinking and story-driven design to every project.
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I specialize in brand strategy, web design, and creative direction — blending big-picture thinking with hands-on execution. With experience across agency and in-house teams, I’ve partnered with Gen Z-led brands, DTC companies, and B2B/healthcare orgs to shape stories that connect and perform.
I bring a strategist’s mindset to every project — whether that means clarifying brand positioning, concepting campaigns, or crafting thoughtful design systems. If you’re looking for a creative partner who can flex across sectors and deliverables (with intention and good vibes), I’d love to connect.
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