The purpose of this project was to help Golf New Zealand develop a range of illustrations and icons that are inclusive and reflect the diversity of New Zealanders today in ethnicity, age, gender, and mobility. Golf NZ recognised that the face and ethnic diversity of New Zealand is changing, and that golf in is often seen as a sport for middle to upper class white males at the exclusion of others. They wanted creative assets that would help them become more inclusive.
We developed a set of 21 diverse personas, and brought them to life using illustrations and infographics. The illustrations set the tone for their new brand and collateral and were used to make their strategic plan more widely accessible.