Duininck Golf

Project | Strategy & Positioning

Duininck Golf is an award-winning golf course construction company whose projects include some of America’s most recognized courses, including the 2016 Ryder Cup host, Hazeltine National in Chaska, MN.

Duininck Golf Design | Macleod & Co. The Holistic Marketing Agency Minneapolis
Duininck Golf Design | Macleod & Co. The Holistic Marketing Agency Minneapolis

Opportunity

When Duininck Golf came to Macleod & Co. with the seemingly simple task of designing a new logo, we knew it wasn’t quite so simple. We convinced them to let us talk to vendors and partners to get the truest possible sense of how they were perceived.

Strategy

What we learned was critical: Duininck Golf was not seen as a warm and fuzzy kind of company. But their no-nonsense approach — and willingness to take on any level of challenge — was actually their greatest competitive advantage. If you have a hard project and there’s no margin for error, you want a bulldog. We heard over and over, “They’re the ones to trust when you have a tough project you need done well.”

Duininck Golf Design | Macleod & Co. The Holistic Marketing Agency Minneapolis
Duininck Golf Design | Macleod & Co. The Holistic Marketing Agency Minneapolis

Results

Macleod & Co. created a strong logo that accurately sets expectations, and messaging to go along with it.

Rather than communicating a “soft” image that wouldn’t be backed up by the customer experience, we convinced Duininck Golf to go with the grain. We designed a logo that was supported by key messages around a singular idea: No matter how difficult the job is, Duininck Golf can do it.

Now, not only is their brand authentic to the experience, but potential clients seek them out for difficult projects that really matter.

Duininck Golf Design | Macleod & Co. The Holistic Marketing Agency Minneapolis
Duininck Golf Design | Macleod & Co. The Holistic Marketing Agency Minneapolis

“The new logo embodies Duininck Golf: straightforward and professional.”

—CEO, Duininck Golf

“The new logo embodies Duininck Golf: straightforward and professional.”

—CEO Duininck Golf