FMP / Research Document

Alexandra Pollitt FMP Research Document | Sport Engagement

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Sandra Spuzich | 1966 US Women's Open Winner

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Section One

Section Two

Section Three

21st Century Golfer

Design Inspiration

Development

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21st Century Golfer

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Proposal

Brief

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Audience

Create to Reinvigorate the graphic language of Golf that connects initiatives, organisations, and campaigns worldwide, with the single goal of equality and engagement.

Women connected to players of the sport, who are keen on learning about the game and engaging in the lifestyle.

It should inspire the use of technology to benefit sporting culture as a shared value belief. And it should be an umbrella under which a diverse range of companies and groups can unite to advance the cause.

Graphic Design Promotion Print Design Photography

Deliverables

Initial Mindmap

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Sport Campaigns

THIS GIRL CAN This Girl Can was a national campaign developed by Sport England. Later gaining support from a range of partnership organisations.

It aimed to encourage women to engage in sports. Regardless of how they felt they looked or how well they could do it.

A key part of the campaign’s success was its focus on real women. It captured a realistic, candid view of women and sport. Avoiding the use of stylised and idealised images of women usually favoured by advertisers.

It was risky, but it worked. Within 12 hours of its launch, the campaign went viral, within a week it was being discussed globally.

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Although it seemed to explode from nowhere, This Girl Can was the result of rigorous research.

The results showed that fewer women than men played sport on a regular basis. Two million fewer to be exact. Yet 75% admitted they wanted to be more active. What was stopping them? Fear.

It was this fear that prompted the use of real women in the campaign. To inspire confidence.

Sport England also set up a website, calling on women to share their experiences online.

This provided a community of support and prompted the use of the hashtag #thisgirlcan.

D&AD Winner | Graphite Pencil and White Pencil 9

Sport Campaigns

THIS GIRL GOLFS Inspired by This Girl Can, This Girl Golfs encourages more women to pursue the sport.

A goal supported by professional players and organisations.

The promotional video features 21 different female golfers of all ages and backgrounds.

The footage showcases the possibilities of the sport, from location to gameplay. “It can be played almost anywhere in some form and cost as little or as much as you like.”

The PGA and England Golf are supporting the campaign as part of their ‘Raising Our Game’ strategy.

Even with professional support, the campaign is yet to receive the same exposure as This Girl Can.

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GET INTO GOLF Get into Golf is the brain child of England Golf and the PGA. It has partnered with golf clubs in 36 English counties to offer low-cost coaching. The project provides taster sessions and lessons for beginners and improvers.

Part of their mission is to achieve global recognition. Something they hope will work to increase golf participation numbers. As part of this, they continually make reference to This Girl Golfs.

Supported by Sport England and the Golf Foundation and funded by the National Lottery.

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Instagram

#pga 272,817+

Social Media and Golf Social Media is such an integrated part of our lives that marketing and design almost depend on it. It’s a demographic in itself, businesses even employ people to manage their social presence.

As an avid user of Instagram, I decided to see how popular golf was on the platform. I searched a few general tags such as ‘PGA’ and ‘golf’ as I thought these would be in more frequent use. I was right, ‘golf’ has over six million tagged images. PGA comes in second with close to 300,000.

I then searched for the specific campaigns I found in my research. This Girl Golfs didn’t get much traction on this site, with less than 1000 recorded tags.

As I couldn’t find accurate numbers on Twitter, I chose Instagram to highlight the popularity of the campaigns hashtag.

- This Girl Can has 325,175 likes on their official Facebook Page and 84.1k followers on Twitter.

- This Girl Golfs doesn’t have a Facebook or Twitter account. Which is probably why it isn’t as widely recognised as TGC.

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#golf 6,484,405+

#thisgirlcan 176,040+

#golfgirls 9,797+

#thisgirlgolfs 865+

#fitness 100,204,893+

#fitspo 23,953,213+

#workout 45,566,090+

Health and Fitness Culture As a means of comparison, I also searched general fitness and sport related terms. The results show the popularity of today’s ‘fitness culture’.

This information could help with how I promote my work. There’s a clear, active community online obsessed with health and fitness.

#healthy 58,233,410+

#sport 17,102,358+

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Organisations

Golfing Groups PGA The Professional Golfers’ Association was founded in 1901. It is the golfing equivalent to FIFA. As the sports official organisation, the PGA has a lot of responsibilities.

It manages the training of assistant professionals and the education of it’s members. Organises golf tournaments such as the PGA Cup and the Ryder Cup. Promotes pro-am golf tournaments, amateur golf and junior golf.

LPGA Thirteen female golfers founded The Ladies Professional Golf Association in America in 1950. It succeeded the WPGA, who ceased operations in 1949. ​ espite its recognition as a separate D organisation, its responsibilities mirror those of the PGA.

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Sport England A non-departmental public body within the Department for Culture, Media and Sport. Sport England works in partnership with national governing bodies of sport and funded partners.

The purpose of Sport England is to identify and nurture sporting potential.

It also promotes and encourages participation.

It also oversees various sporting projects by organising funding and managing its investments.

England Golf England Golf is an independent governing body that oversees amateur golf in England. It looks after the interests of close to 2,000 golf clubs and 675,000 club members.

Their main mission is to see England become the “Leading Golf Nation in the World” by 2020. With this goal in mind, they created Get into Golf - a discounted lesson scheme for new golfers. They are supported by the Golf Foundation and Sport England.

How Does Golf Compare?

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TROUBLE AHEAD It comes as no surprise that golf is not the world’s most popular sport. That title goes to football.

The sad news for golf organisations comes as the sport falls from 6th place to 8th. It could be worse, but it could be a whole lot better too.

With news of declines in participation across the board, it’s a troubling time for the golf community.

There is, however, a beacon of hope. As it was recently announced that for the first time in 112 years it will be played at the 2016 Olympic Games.

4th

5th

6th

7th

“Rough times for golf as Britain’s amateurs turn their backs on the sport” The Independent

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9th

10th

“Fore! No, Make That Five!

5 Reasons Golf Is in a Hole” TIME

“Golf participation numbers down”

“Golf’s In A Hole Can It Ever Recover?”

Golf Monthly

Esquire

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Relevance

Facts and Figures: Female Golf in the UK Negative

Positive

In Great Britain, female participation accounts for 12% of total participation – a decline from 15% in 2011.

98,000 females are currently members of golf clubs in England

Just over 50% of England’s population is female – only 13% of English golfers are female and 14% are affiliated members of England Golf

The average age of a female golfer playing once a week or more in England is 50

In Germany, 38% of golfers are female; in France 28%; in Sweden 29%

Females between the age of 16 and 35 account for 25% of female core participation

Since 2004, female membership has fallen by 27% at English golf clubs

The average annual female membership for 2014 was £848 – for a junior girl it was £117

On average, there are 70 women members in each club in England

Over half of men who have sons say that their son(s) play golf; 12% of men who have daughters say that their daughter(s) play

640,000 females said they were interested in taking up golf in a 2014 survey (Syngenta – ‘The Opportunity to Grow Golf: Female Participation’)

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88,700 females play golf at least once a week in England; 146,300 play once a month

Reasons or Excuses?

“It’s boring” Subtle exercise, outdoors with amazing views and friends.

Sounds like hell.

“It’s expensive” There are options to suit every budget. You can spend as much as you’re comfortable with.

“It’s too difficult” If there was no challenge involved there would be no point in playing.

With experience comes skill.

“It doesn’t count as exercise” On average, players walk 4-5 miles, burn 900 calories and take 10,000 steps. NHS approved.

“I don’t have a membership” 72% of Golfers in the UK are not members of golf clubs. It is not essential to have one to play.

“I don’t own a set of clubs” As a learner, clubs are provided in lessons. All you need are comfortable clothes and trainers.

“It’s not a sport” Golf is a mental and physical challenge. Demanding the same time and energy as any athlete.

“It’s for men” So is Rugby, Football and Hockey.

Sport, in any form, is for everyone.

Regardless of gender or ability.

“It’s elitist” Two words: Urban Golf. The game is changing - with new locations, playing formats and members.

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Clubs Within Range

Local Club Involvement In order to gather further information I’ll need to visit different clubs. Where better than those on my doorstep?

As I researched the golf clubs I could visit, such as Huddersfield Golf Club, and my local Golf Club, I found that neither local university had a society for the sport.

Opening up a potential lead in my work, and something I hadn’t previously considered.

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Huddersfield The University of Huddersfield has 31 sporting societies. Yet there is no golf society, even though there are 10 golf clubs in the area.

Chester The University of Chester has 42 sporting societies. As with Huddersfield, there is no society for golf. Another odd revelation when you consider there are 14 clubs on offer.

Huddersfield Helsby Golf Club Golf Club Basic Background

Basic Background

Founded in 1891

Founded in 1901

Ranked 9th in Yorkshire’s ‘Best in County’ Golf Courses. Boasts a 6,500 yard championship course with greens at USGA standard.

Described as one of the best courses in Cheshire. With a 6,260 yard, par 70, parklands course.

The course has been home to many reputable competitions - The PGA held the Lawrence Batley Seniors Tournament at the club.

Facilities include a Clubhouse and a Practice Ground.

There is an active membership of approximately 550 members, with 120 of those being women.

Helsby Golf Club has one of the best practice facilities in the area. With 11 hitting bays, a practice green with bunker, a large putting green and a 6 hole Academy par 3 course.

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Golf Standards

A Beginners Guide to: Dress Code Huddersfield Golf Club

Helsby Golf Club

Players on the course are required to wear smart, conventional golfing attire

Unacceptable items include: Denim Jeans, Tracksuits, Collarless Shirts including T-Shirts, Shirts worn outside trousers, Trainers, Shorts (unless Tailored Shorts and worn with suitable socks).

All trousers and shorts must be tailored. For gentlemen, tailored shorts may be worn with knee length socks or short white sport socks.

Gentlemen’s shirts must have a collar or polo neck and must be kept tucked inside trousers or shorts.

Denim jeans, cargo shorts, tracksuits, training shoes and shell suits are not permitted, and nor are vests, t-shirts, rugby or football shirts with or without slogans.

For Ladies: Sun Tops & Short Shorts There will be no Caps or Headgear of any form worn in the Clubhouse.

Waterproofs and the absence of Shoes or Socks is also not permitted.

* Although there is variation between clubs, golf retains a high standard of dress code. Golfers dressed inappropriately will be removed from the course.

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A Beginners Guide to: Rules & Etiquette Rules

Etiquette

As there is no referee in golf, a player is responsible for applying rules to their game. Depending on the course, there may be alterations in the rules.

Golfing etiquette is all about respect.

A player must show consideration for the course, for other players and for the club.

Basic Rules: Read the local rules on the score card before beginning a round.

Identify your ball by making a mark. If you can’t identify your ball, it’s lost.

Don’t move your ball. Unless on the green, where it’s position is marked, a ball is played where it lies.

The general code of conduct for any player in doubt is to apply common sense, although there some expectations when on the course.

Do:

Don’t:

Turn your phone off/silent.

Get in the way of a player who is hitting or putting.

Remain quiet and still as players take their shots.

The maximum number of clubs a player is allowed in their bag is 14.

Repair damages caused to the course, such as filling in divots and raking bunkers.

Don’t take longer than 5 minutes to look for a ball. It affects pace.

Allow faster groups to play through if you are having a slow round.

Take too long setting up a shot.

Scream obscenities or throw clubs.

Take a shot if the group ahead are still in range.

Play when there is lightning.

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A Beginners Glossary Tee A tee or tee-box is where you start each hole, it also refers to the stick you hit a golf ball from.

The Rough No-mans land for golf balls. This is the long grass either side of the fairway, don’t aim there.

The Fairway This is where your ball should be, the closely cut grass in between the tee and the green.

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The Green Marks the end of a hole. It is a small patch of grass, cut shorter than the fairway, where you sink your ball to score.

Flag Flags mark the hole on a green.

This is where you should aim your ball. Different colours are used for a holes position on the green.

Bunker Along with the rough and other hazards, such as ponds. These sand traps should be avoided as they may effect your score.

Stroke/Shot A stroke or a shot refers to every time you swing a club with the intent of hitting the ball.

Par Par refers to the number of strokes a golfer would expect to make on a hole. It’s an average.

“Fore” A golfer will shout fore as a warning to anyone standing, or moving into, the path of a ball.

Lifestyle

When the Course Isn’t Enough...

19th Hole

Top Golf

Travel

‘The 19th Hole’ is golf slang for the clubhouse. Although it could also refer to any pub, bar or restaurant near the course.

Top Golf is ‘not just a driving range, but a social experience’. Unlike traditional driving ranges, facilities include a bar, restaurant, pro shop and function room.

There are hundreds of golfing resorts in countries around the world.

For those times when your local just doesn’t cut it.

As a course consists of eighteen holes, talk of the nineteenth is code for having a drink after a game.

There are 3 locations in the UK, and 15 in America with 10 more currently under construction.

Popular destinations include Portugal, America, Spain, Southwest Ireland, Northern France, Scotland and South Africa.

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Golf Basics

Essential Equipment Starting Out

Clubs

Although it doesn’t have to be expensive, investing in quality equipment only lose interest will set you back. Until you’re sure that golf is for you, it is best to rent clubs.

Although a golfer is allowed to carry 14 clubs in their bag, players starting out won’t require this many.

Besides drivers, irons, wedges and putters, to play a round of golf you’ll also need: Balls Wooden tees A Glove A ball marker (coin) A few pencils A spare towel And weather-permitting: Waterproofs Sunscreen

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A beginner typically starts with a driver, putter, sand wedge, 6 and 8 iron, pitching wedge, and a fairway wood or hybrid.

Clubs are usually fitted to the individual player depending on their height and preferred sole weight.

Pro Shop A course will usually have a pro shop on site. Here, you can buy equipment, have clubs fitted and book lessons.

Popular Brands

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Golfing Lifestyle

LADY GOLFER

WOMEN & GOLF

Female Market

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As you would expect in any women’s title, both magazines feature fashion guides. Although the main focus is on improving the readers game. There are interviews with prominent female professionals, tips on technique and equipment reviews.

Although they boast similar content, the design of Lady Golfer is almost passive. The general aesthetics match - serif masthead, sans-serif subheadings, female cover star. And yet, their target audience seem different.

Options for female readers varies slightly between Lady Golfer and Women & Golf. Almost making the male offerings seem universal in comparison.

Women & Golf comes across as ‘active’. Much like Golf Monthly or Today’s Golfer, it seems to appeal to a younger audience.

Their cover is busier, showcasing more content. It also uses brighter colours and bolder type in the same way the men’s magazines do.

Whereas Lady Golfer, with a more minimal cover and subtle colouring, appears older and more relaxed. Even though they offer the same content as the male magazines, their appearance is clearly feminine.

GOLF MONTHLY

TODAY’S GOLFER

GOLF WORLD

Male Market The mens magazines also offer the same: “exclusive instruction from the best players and coaches in the world, interviews with all the biggest names on tour, profiles of the best places in the world to play golf, definitive course rankings and tests of the best equipment”.

Whilst their content may be similar, their approach to their audience is different. The tone of voice in each of these magazines is direct, almost blunt.

Their articles demand results, “if you listen to our advice you will have the ‘best round ever’”.

There’s also a priority to content, a focus.

This can be seen in the hierarchy of typefaces and the use of colour. Bolder fonts and brighter colours are used to stress key elements and ‘action’ words.

This contrast works to draw in the reader, as it suggests an importance.

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Design Inspiration

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Potential Outcomes

Personal Project I was raised on golf. My grandfather played, my father played, and one of my brothers even landed a scholarship to play. As a result, I would say I have a considerable understanding of the game. Or so I thought.

When I wrote this brief, it was a means of reconnecting with a familiar sport. When I was younger I never felt as connected to the game as the men in my family did, although I appreciated it just as much.

It never seemed accessible, and I always felt out of place on the course. It wasn’t until I started this project that I discovered campaigns fighting this.

The problem is that golf is still seen as an outdated sport. If the people you speak to consider it one at all. I want my project to address this - to show that golf is evolving, and relevant. After all, if you’re asking why an issue is relevant, does that not make it so?

Whilst it’s sad to see the sport is suffering, it does provide a lot of scope for my work.

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A Sport of Substance The ‘This Girl Can’ campaign showed golf in a new light and was well received by its target audience. It stripped the sport of it’s elitist stereotype and gave it a renewed character. I want to be able to continue this with my work.

My aim is to build up the culture and lifestyle of the game. With this in mind, I began researching magazines that focus on this. I looked at popular titles such as Esquire and The Gentlewoman. As well as lesser known independent and self-published supplements.

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Design Inspiration

The Gentlewoman

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“The Gentlewoman celebrates modern women of style and purpose. Offering a fresh and intelligent perspective on fashion that’s focused on personal style - the way women actually look, think and dress.”

I looked at The Gentlewoman because it embodied a lot of qualities I want in my magazine. It’s about real women. There’s no heavy editing or extensive photo shoots.

There’s a rawness to the content.

“Featuring ambitious journalism and photography of the highest quality, it showcases inspirational women through its distinctive combination of glamour, personality and warmth.”

This is also reflected in the layout of the magazine and the material it’s printed on. Other than the cover, it’s not a glossy magazine, the paper has texture. The content isn’t cramped either, whilst there is a lot of text, it isn’t awkwardly manipulated on the page. It flows elegantly.

Esquire UK “Esquire is special because it’s a magazine for men. Not a fashion magazine for men, not a health magazine for men, not a money magazine for men. It is not any of these things; it is all of them. It is, and has been for nearly seventy years, a magazine about the interests, the curiosity, the passions of men.”

Although Esquire is targeted for the male market, I really enjoy reading it. I like the almost blunt and self depreciating writing style, laced with humour and observations.

In terms of design, it’s quite similar to The Gentlewoman. It just goes to show that design is universal. As with TG, there’s a lot of body text in each article - but it doesn’t appear uncomfortable on the page.

Esquire have recently undergone a redesign. And in this case, a particular feature caught my attention. In each issue there is a run-down of the latest news and entertainment - “culture”. I like that it uses coloured pages instead of type to stand out from the rest of the magazine.

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Layout Design

Grid Lock As I’ve previously stated, I’m trying to find a balance in experimental and structure. Although I want to reflect the values of golf in my design, I also want to challenge them - refresh them.

These layout designs are a continuation of my research into independent publications. I think it’s very clear what kind of aesthetic I am considering in my work.

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Artist Inspiration

Ana Strumpf

Whilst looking at colour and typography in magazines I came across the work of illustrator and interior designer Ana Strumpf.

As part of a project entitled ‘re.cover’ Stumpf redesigned popular magazine covers. Each cover is rendered by hand on the original issue.

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I was drawn to the bold colouring and creativity in her work. The shapes and colours seem out of place and odd. A displacement that demands your attention.

I like that Stumpf took something that abided by rules and broke them. Although they still have a sophisticated quality, they’re playful.

That’s what I want to reflect in my work.

David Carson

An obvious choice, but a relevant one.

Carson is famous for his experimental use of typography and layout.

Carson worked on Ray Gun Magazine for three years from it’s inception. His work is continually imitated by designers today.

Although his work is not always legible, it’s style is distinctive and instantly recognised.

As inspiring as his designs are, I am also interested in the textures created. They not only compliment the genre of the magazine but create a down-to-earth tone.

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Visual Content

Editorial Photography It’s not all about type layout and colour. Content is key to the success of this idea. The visuals I include have to reflect the style and tone.

I think the ‘candid’ approach used in This Girl Can and This Girl Golfs reflects the tone I want to create - it’s about real women.

Heavily posed and stylised images would look out of place.

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Humans of New York Humans of New York is a project by Brandon Stanton that began life in 2010. What started as a map of New York City’s inhabitants soon became much more personal.

“Somewhere along the way, HONY began to take on a much different character. I started collecting quotes and short stories from the people I met, and began including these snippets alongside the photographs.”

I’ve followed HONY online for a few years now, and it was the first thing I went to when I thought about how I would depict real women’s stories. You can see the difference in tone between these shots and the posed photos.

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Development

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Mindmapping

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Name

Articles

I wanted the name of the magazine to reflect the sport without having to use the word golf. As I result, I brainstormed golf terms. Although I liked the imagery of some of the options, they may be confusing to someone who doesn’t play.

As I discovered in my research, the Rio Olympic Games are bringing golf back for the first time in 112 years. In terms of potential articles, the timing could not be more perfect. There could be a whole issue on this alone.

I think the best name out of the few I came up with is Clubhouse. It’s on the nose and a little obvious, but I think it reflects what I want to create.

As with This Girl Can, I want to encourage women to try something usually out of their comfort zone.

I also want to celebrate current female golfers. This idea of unity is why Clubhouse wins.

Visuals As far as visuals go, I’ve already stated that I don’t want unnaturally posed models. I want readers to connect and relate with the images of women.

I will also need photos to accompany articles. This will hopefully include different golf course and venues.

Whilst thinking about what to include in the launch issue, I considered how this would pan out in the future. This led to my idea of location-based content.

Each issue could cover upcoming tournaments, events, anniversaries etc. in counties across the country.

Contacts To get this information, I’ll need to meet with golfers and golf clubs. I may also have to source photographers and journalists to contribute.

As far as golf courses go, I have a few contacts in clubs I will need to speak to. I also know a lot of people studying Sports Journalism at the university that may already have material I could use or be willing to write.

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Inspiration

Masthead Design As this is a new project I’m going to have to develop an identity. Starting with a masthead.

At first I wanted a pure word mark, although, since I’m looking at promotional methods, I think it would be wise to create symbols.

Whether it ends up as a combination mark or not is yet to be decided as I need to develop further, producing scamps and layouts of potential designs.

For now, here are a collection of word marks that have caught my eye. I think the style of these designs reflects the aesthetic approach I have outlined previously.

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Artist Inspiration

Craig Ward

Ward is a man of many disciplines. Designer, typographer, art director and more.

He often collaborates with a large circle of other practitioners such as photographers, animators, scientists, editors, musicians and producers.

I’ve followed his work for some time now, but it was only when I started to consider masthead designs that I realised I could include it in my research.

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Ward’s approach to design inspires me, it’s incredibly experimental. He’s shot pellets through printed glass to create the right look in the past. It’s safe to say he uses unconventional methods to create his work.

I’ve chosen to look at his work for masthead inspiration as I want to create something bespoke for my magazine.

Logo / Symbol

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Mindmapping

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Promotion

University Society

A major element to the success of this work is the promotion of it.

I was really shocked to find that, given the number of local clubs, there was no golf society at either Huddersfield or Chester University.

I’ve talked a lot in previous pages about social media approach and how the printed elements may look.

I now need to consider how to launch the project. As This Girl Can had, I will need to create some kind of marketing material.

A few of the ideas I had involved printing onto golf equipment such as balls and polo shirts. I also thought about creating collectable packs or kits that had *bonus* material.

Whilst I think I need to brainstorm this more, I do think something relating to the upcoming Olympic Games are my best bet at creating something special and interesting.

I did, however, manage to find ten UK universities that do have a society.

Although, out of 130 universities, that’s not a lot.

My next step would be to find out the process of setting up a society, maybe even making it part of my project.

Events There are a few activities I could do in order to create content for the launch.

My ideas for these involve recording trips to clubs and driving ranges.

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Promotional Material As I want to create some kind of pack with my final pieces I have collected some examples I think visualise this idea effectively.

My favourite being Film Box, Tisza and the textured envelopes. I like Film Box because it’s what I’ve been imagining in my head, but I am really drawn to the approach of Tisza. It doesn’t have to be a physical box - I need to be more creative on this.

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“Golf is not a game; it’s a way of life. If it was a game, someone would have figured it out by now” Frank Chirkinian

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