Sun Mountain’s transformation centered on redefining what the brand looks and feels like in a modern golf context. The rebrand introduced a new visual identity and tone that balanced the brand’s heritage with a more elevated, design-led point of view.From there, the work expanded into a series of product campaigns and collections, each built around a clear concept and brought to life through photography, social content, and talent-driven storytelling. Collaborations with athletes, artists, and personalities like Joel Dahmen, Geno Bonnalie, Joe Haden, and George Birge helped shape a voice that felt more connected to culture while staying rooted in the game.Across everything, the focus was on creating a cohesive visual language, from campaign imagery to social execution, that made the brand feel consistent, current, and premium while still grounded in performance.
Love Letter is a social-first series that uses the authentic voices of Sun Mountain ambassadors, including George Birge and Geno Bonnalie, to tell a more personal story of the game. Built around first-person narration, the strategy positions ambassadors as storytellers rather than spokespeople, highlighting real moments, shared experiences, and the emotional connection to golf. The result is content that feels honest, relatable, and culturally relevant both on and off the course.
For the Record was a short-form social series featuring Joel Dahmen and Geno Bonnalie from Netflix’s Full Swing, built around the dynamic of real friendship. The concept was simple: put best friends on the spot with questions only they should know about each other. The result was a mix of humor, honesty, and unscripted moments that felt authentic and relatable. Designed for social-first viewing, the series leaned into quick cuts, natural banter, and personality-driven storytelling to create content that was both entertaining and highly shareable.
