BACKGROUND / CHALLENGE:
Founded in 1957 by Robert Dedman, Dallas-based ClubCorp has operated with the central purpose of building relationships and enriching lives.
Today, Club Corp is leading owner-operator of private golf and country clubs, city and stadium clubs in North America with over 200 owned or operated golf and country clubs, city clubs, sports clubs, and stadium clubs in 27 states, and 6 golf entertainment facilities names BigShots Golf.
In 2017 ClubCorp was acquired by private equity firm Apollo Global Management for approximately $1.1 billion and continued its growth and development of clubs and membership organization ClubLife.
In late 2021, ClubCorp and Apollo sought WANT Branding’s assistance to help rename the company to create a more unique, brand that could help transform the organization, underscore the organization’s commitment to Dedman’s purpose, and creating a family of clubs where everyone would feel a sense of belonging.
During our naming program we explored hundreds of potential candidates. One name stood head and shoulders above all others – a powerful real, dictionary word that could help immediately communicate the brand’s idea and transform the business: Invited.
After the name was approved with ClubCorp and Apollo leadership, we commenced work on the brand identity. Based on our desire to create an elegant and timeless identity, we asked renowned UK illustrator Peter Horridge to explore design ideas.
The final identity represents has a personal, signature feel to underscore the personal invitation. The stylized ‘t’ evokes the arc of a golf swing as swing.
WANT was also tasked with creating the new brand strategy and manifesto underscored by the Where You Belong’ which became the company’s tagline.
WANT also created all the various brand applications for launch including a custom animation and sonic branding (which combines the sound of singing birds and the whoosh of a golf swing).
The new Invited brand was on revealed on April 24, 2022 at the ClubCorp Classic, a PGA Tour Champions and Charles Schwab Cup event, at Las Colinas Country Club in Irving, Texas.
Commenting on the new brand, CEO David Pillsbury said “Invited is not just a name. It’s everything we are.” He continued “We are Invited because, from the golf courses to the tennis courts, from fine dining to family hang time, we connect and create communities attracting members from diverse backgrounds that share similar passions and pursuits. We create clubs and experiences that combine exceptional amenities and unmatched service with a friendly and welcoming spirit. We want our members, guests, and team members to know that Invited is where they belong.”
“It may have been cool to belong to a club owned by a corporation at one point but we thought that ClubCorp had become tired, somewhat stale and old. We felt Invited was more reflective of Bob Dedman’s original vision and reflects our core values more accurately as an organization,”.