In the studio this week… Brainstorming session with Greens Cafe, Crazy Golf and Grass Putting
It’s been a busy week in the Flourish studio this week, and today was no exception, with no less than two client brainstorming sessions (and a corporate photoshoot downstairs to add to the fun run by Matt Pereira!). And so aided with a couple of mugs of strong coffee and my homemade cakes (carrot; and lemon and poppy seed) we set to work.
First up was Greens Cafe, Crazy Golf and Grass Putting based in Padstow, Cornwall. We first started working with Sharon when I met her at a Business Link “Ask the Expert” panel I was presenting on for women starting their own businesses. Sharon was in the process of buying a going concern in Padstow (or should that be Padstein?) and asked us to help her come up with a brand for the business.
That was three years ago, and whilst much of the brand identity remains as relevant today as it was back then, Sharon’s business has moved on, and she was keen that we refresh and develop the brand. Her husband (and business partner) Ian had envisaged a character that instantly communicated Crazy Golf (perhaps a bit Where’s Wally-esque?). The couple were also very conscious that they had this stunning grass putting range with views over the estuary and very close to nature, that they simply weren’t taking advantage of, so that area of the business needed development.
The first step was to identify the key messages each of the areas of the business needed to communicate. The cafe: chilled out, wholesome food and spectacular views. The crazy golf: traditional family fun, intergenerational and active. The grass putting: close to nature, spectacular views, relaxing. So some common themes but also very distinct identities.
Once we’d identified the feel we were going for, it was chopping time! And so we chopped our way through a stash of magazines and catalogues as well as images that Sharon had collated before the session.
A taxing “cull” followed. If the cutting is the most fun, this is the bit where clients usually get the most value. This is where we take a jumble of ideas and turn them into something quite cohesive. It’s also where the dialogue between client and creative director and designer can be really compelling. Taking a mood board to your brand designers is really useful: creating one with them is invaluable!
Finally the sticking, mounting and plan for moving forwards; which involves illustrating the character (of course I’ll keep you up to date!) and designing signs (including fabulous cutout signs that visitors will be able to put their heads through and have photos taken in a cheeky seaside sort of a way!).
