The Pat - Fuller

The Brief

An elevated brand story, identity and name for West Beach Parks Golf, to emphasise its inclusivity and position as one of Adelaide’s most loved public facilities.

West Beach Parks Golf is one of South Australia’s largest and most welcoming public golfing facilities.

Situated along the Patawalonga River near West Beach, it’s long been referred to by locals as “The Pat” – so when West Beach Parks approached Fuller to elevate the facility’s brand with refreshed messaging, a new visual identity and new name – the solution was a lot closer than anyone thought.

Looking for a brand strategy that would appeal to both competitive players and casual visitors, emphasising accessibility, enjoyment, and flexibility – the goal of the refresh was to modernise the brand, while also leaning into the uniquely warm and inviting atmosphere that welcomed all players of skill levels and backgrounds.

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity

The new brand direction centred around the theme “Golf for All,” a commitment to making the facility an inviting destination where players of all kinds could feel welcome. This purpose fueled every aspect of the rebranding effort, creating a warm, approachable identity.

The Pat GC was positioned as an affordable yet high-quality facility that could cater to the needs of competitive golfers, casual players, and community visitors, all while ensuring that each visit was enjoyable and unique.

The visual identity took inspiration from contemporary golf apparel brands, with a minimal design aesthetic that paid close attention to the small details.

The fresh look was applied to The Pat GC clubhouse, merchandise, and a new website for the club, with a strong sporty colour scheme that considered The Pat GCs place within West Beach Parks’ broader brand architecture.

West Beach Parks