The R&A exists to make the game of golf more appealing, accessible and inclusive to help ensure its future.  The organisation would like to see greater participation in the game, by all kinds of people and to help, they know the perception of golf needs to change.  This is why The R&A created GOLF IT!  A brand-new replicable blueprint for Golf.

The R&A engaged with Supertonic to implement the GOLF IT! brand which  had been developed and to oversee and visualise the overall creative and customer journey strategy for the whole project. Supertonic essentially helped bring the project  and brand to life.  The R&A tells us  “it was like a meteorite had been dropped into the project.  From the beginning Supertonic listened and took our creative thoughts and ideas to the next level, turning concepts into 3D drawings, developing ideas and the masterplan on the back of our customer research data, which added real value to the project and our strategy”.

Oculus imagery of front entrance

Supertonic developed a 3D render of the proposed physical environment and then invited The R&A client team to wear Oculus headsets to step inside the concept. This visual communication tool was used to bring internal stakeholders on a new journey for the governing body. This world-first facility challenges everything about the sport in a bid to attract a new audience to the game as well as to  and to inspire the next generation. Supertonic also designed, developed, and produced a video story to further articulate the entire project.  These visual communications were key to inspiring all stakeholders with the new concept and helped to secure significant support and funding from both commercial partners and government.

The importance of shared values when working on a cutting-edge project, challenging the status quo and imagining new ways of engaging communities, ensures that even in tough times all parties remain aligned and committed to a successful outcome.  Supertonic aligned themselves immediately to The R&A’s values of courage, integrity and inclusivity, which have been critical to the success of this project. The tenacity to deliver excellence and to pay attention to even the smallest detail means that the Supertonic work is simply described by R&A as “groundbreaking”.