Due to our work with Royal Golf Club, Bahrain, we were commissioned to brand a new golf club in the heart of Doha, Qatar. Unlike other golf clubs, Education City Golf Club is open to the public in a spirit of community and, as sports venues really should be, is alcohol-free - a very different approach from most golf clubs.

For example, Doha Golf Club is a conventional club with a ‘members-only’ approach, club facilities and, of course, a bar - which may be more than a bit off-putting in a GCC context, and is not really in the modern ethos of a sporting venue. The majority of Doha Golf's members are expats, and therefore to open up the sport of golf to Qataris a new club was envisaged along several key aspects: It should not be 'closed' to members only, but instead should actively allow people to visit, to try out golf, to have a go on the driving range or just take a walk and enjoy the club's café and fine dining restaurants.

We created a positioning statement and developed three fundamental values or 'pillars' - Play Life Better - that form a slogan for the club and impart the very essence of the facility and its attitude towards people. Beyond the strategy, we developed a brand-mark, a 150-page identity guide and created all of the initial marketing and promotional collateral, in addition to naming the club's various outlets including a ‘Centre of Excellence’ - that aims to coach Qataris to become professional golfers on the world stage.