Client
Services Provided
- Brand Identity
- Product Development
- Product Fabrication & Sourcing
- Product Identity
- Product Strategy
- Research - Insight
- Think Tank
Project Images
What They Said...
"It's a pretty cool place, and not because of what they do for us with our equipment, we love hanging out there."
DUSTIN JOHNSON
PGA TOUR PROFESSIONAL
The Situation
TaylorMade has led the U.S. PGA Tour in driver usage (a critical leadership metric in the golf category) for 9 years and counting. Supremacy at this most elite level of the game is fundamental to their go-to-market strategy, and in order to achieve and maintain this position, the TaylorMade Tour Team must be continually supported with the best equipment and tools in the industry.
The Opportunity
As a centerpiece of Tour support services and on-ground presence, design a new Tour Truck that would clearly be identified as a Brand Beacon. It would be used as a fitting center, a world class technical workshop, a refuge for players away from the weather and media, a meeting center, and it must be rugged enough to survive the road 365 days a year. It must clearly communicate Dominance in its presence, visually and aesthetically dwarfing other competitors' similar support vehicles.
The Thread
Borrowing a term from elite Tour competition, the design objective was to simply "dominate the field", in both structure and design. Much more than just an exterior "skinning" exercise, the interior layout, tools, and amenities were all designed to maximize space efficiency, and truly create the best work environment based on detailed input from both tour staff and elite players. The truck has a strong military vehicle influence, using assertive iconography and special exterior cladding that was designed, milled, and riveted to the truck's exterior to add dimension. We daringly used a completely custom matte black finish, which at the time was unseen before and truly cutting-edge, again giving it a "Special Ops" look and feel. Every facet and detail of the truck from the staircases, to the graphics, to the bumpers, all the way down to the lug nuts was painstakingly reviewed and/or designed to coordinate with each other in creating a dominating presence.
The Results
The new truck showed up on Tour at the beginning of the 2009 season, and was met with awe and interest from players, fans, and competitors. The final product displays a bold, iconic, powerful, sophisticated, and technical design, showcasing the TaylorMade brand in a dominant fashion, whether parked at a Tour event, or traveling down the road to the next event.
