Golf Brand Creation, Consumer DNA & Product Strategy

Context
Williams Athletic Club was created to redefine golf apparel through a more refined, modern lens. The goal was to build a wardrobe that performed on the course while remaining appropriate and effortless in the clubhouse. A true sport-meets-fashion brand, rooted in functionality, rules, and tradition, but expressed with contemporary design.

A new expression of golf, grounded in style and performance.

Role & Scope
Work.Shop partnered from the ground up to define the brand identity, consumer, and product strategy. The work spanned concept development, brand positioning, consumer DNA, line architecture, and full product creation.

Approach
The work began with defining a golfer who values performance but refuses to compromise on style. We built a brand that respected golf’s codes and etiquette while modernizing how the apparel looked and felt. Color, concept, silhouette, and material choices were used to create a wardrobe that transitioned seamlessly from the course to social settings without feeling costume-like or overly technical.

Deliverables

• Brand identity and positioning

• Consumer profile and muse definition

• Seasonal color stories and concept direction

• Line architecture and category structure

• Performance-driven yet refined silhouettes

• Fabric selection and custom trims

• Sketching, fit direction, and product development

Impact
Williams Athletic Club launched with a distinct identity in the golf space: a wardrobe that honored the traditions of the sport while elevating its aesthetic. The result was a brand that bridged performance and refinement, offering a modern interpretation of golf apparel built for movement, confidence, and versatility.