CitySwing
Align a bold industry mission with a clear and authentic audience.
Contributions
Brand Strategy — Audience Strategy — Brand Activation
Business Challenge
CitySwing was more than just a golf business, it was a bold vision to make the game radically more inclusive. But as they continued to grow, the brand was missing clarity on who they were truly for, and how to reach them in a way that felt as dynamic and inviting as their actual experience.
Strategic approach
We helped CitySwing evolve from a brand with a bold mission to a business fully aligned around it. By reconnecting with the why behind their work, we gave them the tools to own their identity, not just in message, but in mindset, audience, and experience. The goal: ensure every part of the brand, from strategy to storytelling, felt as inclusive, magnetic, and culture-shifting as their vision.
Our Solution
We started from the ground up, conducting extensive interviews, nationwide surveys, competitive audits and on-the-ground research to define a brand and audience strategy that could power every part of the business.
We reframed CitySwing’s ideal customer, and brought every vertical across the brand along with us. That strategy became the foundation for a new co-created Brand Book, designed to inspire internal teams and equip external partners with clear, actionable guidance.
Outcome
The brand’s essence was materialized. From on site events to CRM expansion to PR soundbites, the team has shown up as a unified brand.
We were able to put the newly established brand house into action, for a 2024 event. The ask was to celebrate a fall golf tournament, but we turned it into a larger platform to celebrate and elevate women across all sports.
Legends & Legacy quickly transformed from a one-time event into a breakthrough brand activation, attracting over 1,000 attendees and more than 70% of engagement came from beginners or first-time golfers, a direct hit on CitySwing’s mission to break down barriers to the sport. We captured over 50 content assets in a single day (compared to the 30 content pieces created over the entire previous year).