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Case Study: Backswings Brand Development

Writer's picture: Trevor HartTrevor Hart

Today, we are sharing a behind-the-scenes look at one of our latest brand development projects, Backswings Golf & Grill. We are thrilled to share the results of this process and showcase this amazing business coming soon to Tupelo. For this project, we provided our client with a full brand development, a custom website, and social media; today, we’re shining a spotlight on the brand development process. 

How This Project Began

Alan Larson has always been passionate about golf, so the idea to open Backswings was a natural progression of his career. After hearing about 88 West through Tupelo’s BNI, Alan reached out and explained his needs: full brand development, website design, and social media management. We immediately got to work formulating a plan to bring Alan’s vision to life. After developing the key audience for this brand development, we gained a better understanding of the demographics and psychographics our design team would need to keep in mind throughout the project. 


Market Research

Our market research primarily consisted of conversations with Alan, other golfers, and those with experience in the hospitality industry. This helped us understand what key brand traits to craft as well as common issues to avoid on the frontside. We looked across the web for brand qualities to emulate through our work. With each piece of research, we asked ourselves how we can improve this idea to better fit our client’s needs. We also collaborated with Alan's interior design team to present a cohesive color palette and energy that translates from the building itself to the brand. 

The Design Process

As 88 West’s Creative Director, Sarah led this brand development, beginning with creating a set of logo concepts. These allowed us to see Alan’s initial thoughts and ensure that our design efforts align with the client’s needs. After getting approval and feedback on our initial logo, Sarah then created an initial brand presentation that included 6 brand concepts, each with unique fonts and mockups for various applications. These concepts also included options for a tagline that would help complete the Backswings brand. 

Our designs then underwent a series of revisions, allowing the client to be as involved as possible with the progress of the Backswings brand. We provide guidelines for navigating the revision process, to make sure the project progresses with intentionality. Minor tweaks, such as adjustments to fonts, helpes put finishing touches on the chosen brand concept. 

After revisions to the initial concept, we could expand upon the brand, developing a membership logo and a full brand guide with appropriate uses, guidelines, and mockups of physical brand applications. 

Final Approval & Deliverables

The most satisfying part of our process is when we know we’ve brought our client’s vision to life. We provided Alan with the full brand development in multiple file types, for ease of use, and he was able to go through each piece of the brand and give final approval. 


Brand Launch

Backswings is projected to hold its grand opening in November, at [address], Tupelo, MS. Be sure to follow @backswingsgolfandgrill on Facebook and Instagram for important updates about the launch of their newly designed website and grand opening! 

As a full-service branding agency, 88 West has expertise in marketing for a variety of clients. If you are looking to boost your organization or company’s marketing, check out our website or contact us today at amanda@88westagency.com or (662) 322-8921. We can’t wait to hear from you!


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88 West is a full-service brand agency that serves Tupelo, Oxford, New Albany, Gulfport, Biloxi, Ocean Springs, Pass Christian, Hattiesburg, Florence, Muscle Shoals, Huntsville, Foley, Gulf Shores, Nashville, Franklin, Goodlettsville, Gallatin. We help small businesses and corporations with social media marketing and management, website design and development, search engine optimization (SEO), brand photography, professional photography, content writing (blogs and newsletters), digital marketing, and print design. Our goal is to set your business up for success with a cohesive brand and marketing identity that attracts new customers and informs existing customers in North Mississippi, central Mississippi, MS Gulf Coast, Gulf Shores area, Florida, North Carolina, South Carolina, Dallas-Fortworth, Texas, and Tennessee.

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