England Golf’s Annual Review and Strategy Plan

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England Golf, amateur golf’s governing body in England, asked us to help them create a new style and design for its annual review and strategic plan, to engage members and gain support for its strategic objective to grow the game of golf in England.

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England Golf looks after the interests of more than 1,900 golf clubs and 675,000 club members, and aims to inspire people to take up the sport from a grassroots level upwards.  

The governing body had traditionally produced very corporate looking member’s reports and brochures to convey its objectives, but with a strong new vision and refreshed strategic plan, the body wanted to inject a bit of pace and impact into its reports.  The two reports needed to work hand-in-hand with each other and required a similar look and feel.  Having audited the previous England Golf reports, we set about creating new layouts and treatments that would convey England Golf’s new vision, including suggesting paper and quality finishes.

It was important that these reports captured the attention of recipients and delivered salient facts in an attractive and easily digestible design.  

The new designed used bolder typography, striking images and iconography and unusual pagination so that the flow of content, images and figures were well dispersed and gave an easy pace to each document.  A copywriter who was familiar with England Golf got deeper under the skin of the organisation to understand what they wanted to communicate which allowed us to amplify the key points on each spread. The photography style used was simple and clean to give the pages an uncluttered and focused approach. Where we used iconography, we did so to enhance the content and break up the word count, all based around golfing themes.

The final reports had a bold, simple design and compelling copy to create more impact.  Both featured a cleaner, more modern typeface, stronger images and data visualisations to clearly convey the organisation’s key results, achievements and goals.  

The reports were launched at England Golf’s AGM and were distributed to all golf clubs across the UK.  They were so well received and in such high demand among regional reps that a reprint was requested.  A shorter, eight page condensed version was also reproduced for use throughout the year.

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We engaged Bonfire to produce our Annual Review and next four-year Strategy document based on recommendation. We were not disappointed, from the first kick-off meeting we felt they completely understood what we were trying to achieve and successfully helped us produce documents that have really elevated the quality and impact of our external communications.

Marketing & Communications Director, England Golf
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