Open Champion McIIroy’s Perfect Timing

When Archerfield Links briefed Agrada to create the opening print collateral for the world’s first Nike Performance Fitting Centre, they could only have dreamed that Rory McIIroy would go on to win The Open Championship shortly after opening it.

Agrada created literature in keeping with Archerfield’s brand style and conforming to Nike Golf’s guidelines for its current visual image.

Leaflets and digital downloads were produced, aimed at the corporate market, Archerfield Links members and the general golfing public.

 

 

 

The new Centre at Archerfield, has been built to help golfers to maximise their potential, giving them the ultimate custom-fitting experience, along with a complete analysis of their game from Archerfield’s elite coaching team.

 

It was great to have the winner of three majors to open the new facility.

The strength of the McIIroy, Archerfield and Nike brands, is bound to be a winning combination and we are proud to be associated with them.

#elevateyourgame

http://www.archerfieldgolfclub.com/nike-performance-fitting-centre

 

 

A Return to The Sick Kids

Many years ago I created the brand for the initial Help The Sick Kids charity in Edinburgh. It was a small child in red and white pyjamas writing on the wall – sound familiar?

I was a young, single designer with no children and probably for that reason, didn’t find my visit to the hospital at all distressing. The successful campaign was great to work on and was my first experience of working with a professional fund-raiser.

Later in my life, I returned to the Sick Kids hospital but this time as a parent, spending a stressful night there with my very young son. It was only then that I fully appreciated the wonderful work that the doctors, nurses and other staff do.

Like most parents who’ve been there and many that have not, the hospital is very close to my heart, so when my company was asked recently to provide design support for a fund-raiser at Archerfield Links for the Sick Kids Friend Foundation, we were delighted to get involved.

SICK KIDS AUCTION 1 SICK KIDS AUCTION 2

Our work involved the design of all of the collateral for this weekend’s Sick Kids Invitational Pro Am at Archerfield Links, which also features a charity auction, aiming to raise a substantial amount of money to fund the Drop In Centre for one year. The auction ‘lots’ are amazing and show just what great support the charity gets – now it’s up to everyone at the event to do their bit and place their bids.

http://www.edinburghsickkids.org/

 

http://www.archerfieldgolfclub.com/

 

 

The Johnnie Walker Championship at Gleneagles 2013

JW_2013_Programme_Cover_web JW_2013_Programme_Pages_voyager_web JW_2013_Programme_Pages_voyager2_WEB JW_2013_Programme_Pages_Whisky_WEB JW_2013_Programme_Pages_wildlife_web

 

For the last four years we have been lucky enough to work on the programme and draw sheet for this annual Championship played on the PGA course at Gleneagles Hotel. This year was no exception, and the programme arrived back from the printers on Saturday in good time for the event kicking off on Thursday 22 August. With articles on Diageo’s expansion plans in Scotland, the environmental care at the Hotel, the run up to the Ryder Cup, as well as detailed hole by hole information about the PGA Centenary course, it makes an interesting read.

The project is run by the lovely folk at Golf Publishing, www.golfpublishing.ltd.uk
and the programme is beautifully printed by www.21colour.co.uk

Here is a sneak preview.

Two and Two Makes Five

It never ceases to amaze me, how the human brain is capable of tricking us into thinking that we have assessed people and situations correctly and that the opinions we have formed are an accurate representation of reality.

We are also very good at coming to the conclusion that the best and most effective solutions, are to be found in another place or at a much higher price. Well, on one count I’ve been guilty of all of the above in the last couple of years.

My golf club, the Hirsel at Coldstream, appointed a young PGA professional a couple of years ago and within weeks, I had assessed him as someone who would not be remotely interested in helping an ageing, mid handicap golfer like me and in any event, what could a young ‘slip of a lad’, setting up 500 yards from my house, possibly tell me about my ‘out-to-in’ swing, that some of the best coaches in the country haven’t already told me.

How wrong could I have been? The young pro has a fantastic attitude to people of all ages and abilities and has clearly dedicated himself to the ‘art’ not ‘science’ of communicating the technical information, in a language that we can all understand.

Apart from his obvious teaching ability, he pulls out all the stops to give the best prices he possibly can for equipment, footwear and apparel, which adds to the trust and confidence he has earned at our club.

I’ve moved from driving 50 miles for a golf lesson to walking across the golf club car park. I now spend my golf equipment budget at the pro shop, rather than surfing the internet, in an attempt to save a pound or two.

In all walks of life, individuals and companies seem to form incorrect judgements on ability, competence and value, based on either the wrong criteria or what they have been indoctrinated to believe.

As with all things, shouldn’t we try to get the balance right, by seeking out the knowledge and experience we need, as close to home as possible? We could be pleasantly surprised.

Golfing Pain or Pleasure – The Wave or Archerfield Links

Since playing the newly opened The Wave golf course in Muscat last December, I’ve had recurring thoughts about what mid to high handicap golfers genuinely feel qualifies as an enjoyable golf course to play.

I played the Dirleton course at Archerfield Links on Thursday last week and as a result, decided that I was ready to commit my opinions to paper.

There are very few mid to high handicap golfers that don’t aspire to get their handicaps down and even fewer that choose to visit courses that are not generally rated as ‘hard’ by great golfers. Having played some of the most difficult courses in the UK, Europe, South Africa and the USA, I have formed the opinion that we actually classify these top courses as ‘trophies’ rather than tracks that make us feel good about our golf. I’ve played Royal Lytham and St Annes three times, shot in the 90’s every time and although I enjoyed the atmosphere, it left me feeling that I’m really not very good at the game and shouldn’t have a handicap of 13.

The Wave, designed by Greg Norman, is impressive it’s true, but I had great difficulty getting my ball and myself out of the bunkers on occasions. The par 3, fourth hole, is all carry to a green surrounded by water, save for a narrow strip of land to access the putting surface. Visually impressive and no doubt exciting to see how top golfers handle it in the final round of a tournament but where’s the fun in putting your fourth ball down on the tee box and I must say that some players would never hold a ball on that green.

Archerfield, in contrast, is by no means an easy course but the layout and teeing options, give golfers of all levels, the chance to navigate its marvellous bunkers, immaculate fairways and true greens, without destroying their confidence. As with all top quality courses, club selection is key at Archerfield, because visits to the rough, make reaching the green in regulation, quite tricky, but that’s fair enough.

Amateur golfers are, in my opinion, guilty of following the lead of the professionals when describing a course they have played. “It was great, it’s a real test”, I hear them saying. I’ve concluded that I’d rather be saying, “ I really enjoyed playing the course, it was in immaculate condition, fair and above all, it didn’t destroy my confidence.”

My overriding feeling about playing The Wave and in fact most courses of similar difficulty, is that I wouldn’t mind having a go at them once or twice a year but give me courses like Archerfield Links every time, when it comes to playing them two or three times a week.

http://www.archerfieldgolfclub.com/

http://www.almoujgolf.com/