Contours
Engagement microsite · v1.0

Engagement

Royal Queensland Golf Club

Est. 1920 · Brisbane, Queensland

A brand sprint that delivered the short course identity, now in refinement, with the master brand refresh under way alongside it. The event space sub-brand and the full toolkit follow through to October 2026.

Stage 08 · Refinement 15 Apr 2026 — 30 Oct 2026

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01 · Engagement timeline

Where we are.

Nine stages across three phases. Every stage has a clear internal action, a clear client-facing artefact, and a clear feeling the client should have at the end of it.

Stage 01 · Complete

First Contact

Initial introduction through OCM Golf. Public-source intelligence captured, discovery call invitation drafted.

Client receives Warm reply within 24 hours.

Stage 02 · Complete

Discovery

A 45-minute fit conversation covering the brief, timeline, and project scope. Transcript captured and structured into the Project meeting notes.

Client receives Structured follow-up confirming the brief.

Stage 03 · Complete

Proposal

Sprint scope, deliverables, fee structure, and timeline confirmed in writing.

Client receives Proposal acceptance.

Stage 04 · Complete

Contract & Deposit

Engagement contract signed and deposit invoice settled. Project folder and microsite spun up.

Client receives Welcome email, invoice, kickoff calendar invite, kickoff prep document.

Stage 05 · Complete

Kickoff

The Brand Deep Dive. Three creative directions (Heritage, Modernist, Place-based) presented with indicative wordmark sketches.

Client receives Creative review microsite covering the three directions.

Stage 06 · Complete

Discovery & Design

Direction fused and locked. Name narrowed from eight candidates to a head-to-head and settled on The Knot, with Golf & Social as the locked verbal anchor.

Client receives Weekly check-in note.

Stage 07 · Complete

Presentation

Interim asset pack issued to Liam and the committee on 14 August. The full digital brand guide for The Knot built and issued for committee feedback, then taken through at the walkthrough.

Client receives Pre-read, live walkthrough, PDF leave-behind.

Stage 08 · In progress

Refinement

Round one of committee feedback applied in September: the palette adjusted, the primary lockup re-centred to the millimetre, the course confirmed at ten holes, supporting elements moved to the close of the guide and the typography section rebuilt. The guide now also exists as a page-by-page deck with a PDF export. Round two to follow.

Client receives Confirmation of feedback, revised work on the promised date.

Stage 09 · Upcoming

Delivery

Full brand kit delivered by 1 July. Hosted brand guide microsite, final asset package, framed Format Framing print.

Client receives Brand guide microsite, asset package, framed print.

02 · Project schedule

What happens when.

Seven phases over six months, sequenced to deliver the short course identity by 1 July and the broader brand system through spring.

  1. Phase 01 15 Apr — 29 Apr 2026

    Discovery & Brand Understanding

    Complete

    Stakeholder interviews with Board members, management and key members. Review of existing brand assets and communications. Analysis of comparable leading golf clubs globally. Assessment of the event space commercial context.

    Deliverable Brand Discovery Summary

  2. Phase 02 22 Apr — 13 May 2026

    Brand Positioning & Narrative

    Complete

    Positioning statement, brand story and narrative, key attributes and personality, tone of voice framework with distinct registers for championship, short course and event space contexts, core messaging hierarchy and proof points.

    Deliverable Brand Positioning Framework

  3. Phase 03 6 May — 14 Aug 2026

    Brand Architecture + Short Course Naming

    Complete

    Brand architecture model defining how master brand, championship course, short course, event space, practice facilities, clubhouse, member programmes, events, retail and digital platforms relate. Eight to twelve naming candidates refined to three finalists with rationale and application mockups.

    Deliverable Brand Architecture Model + Three Naming Finalists

  4. Phase 04 28 May — Sep 2026

    Short Course Identity (Sprint)

    In progress

    Full visual identity for the short course, delivered as a live, hosted brand guide and now as a page-by-page deck with PDF export. Logo suite, nine-colour palette with print references, typography, live applications and photographed pieces. In refinement after round one of committee feedback.

    Deliverable Short Course Brand Guide

  5. Phase 05 Jul — Sep 2026

    Master Brand Refresh

    In progress

    Evolution of the Royal Queensland master brand, published as the brand guide 1.0 deck: the brand and its timeline, the brandmarks in final vector, colour in depth with CMYK and Pantone, application, typography, architecture and the relationship to The Knot, with a downloadable brand kit. Typography decision outstanding.

    Deliverable Refreshed Master Brand Identity System

  6. Phase 06 Aug — Sep 2026

    Event Space Sub-Brand

    Upcoming

    Naming and identity for the event space as a distinct entity within the Royal Queensland system. Visual identity that operates independently across corporate, entertainment and community contexts. Application mockups for venue marketing, signage and digital presence.

    Deliverable Event Space Name + Identity System

  7. Phase 07 Sep — Oct 2026

    Brand Applications & Guidelines

    Upcoming

    Course signage concepts for all three entities, member communications templates, digital platform guidelines, apparel and merchandise direction, club collateral, tournament and event materials, Eastern Pavilion branded elements and a brand implementation guide with practical usage instructions.

    Deliverable Comprehensive Brand Toolkit & Asset Package

02 · Up next

The next milestone.

22 Sept 2026

Tuesday 22 September 2026

Master brand guide 1.0 review

The Royal Queensland master brand guide, sections 1.0 to 8.0, reviewed with the club alongside round two of The Knot feedback. Still to settle: the second typeface for the master brand, the final ten-hole routing from OCM for the rope course map, which spaces are getting names, and a full P22 Mackinac Pro licence before any supplier sets type.

04 · Deliverables

What's being produced.

Every deliverable across the engagement, grouped by phase. Items appear here as they ship. Click any shared deliverable to view the live version.

05 · Optional extras

Available alongside.

Companion engagements quoted in the original proposal. Each can commence in parallel with or following the core brand project.

  • Photography & Content Suite

    Available

    Two days on-site stills and video coverage of championship course, short course, clubhouse, practice facilities and event space. Cinematic feature film, homepage highlights loop, 75+ high-resolution photographs, social videos in horizontal and vertical formats.

    Duration 3 — 4 weeks
    Investment $8,000 — $10,000 + GST

  • Royal Queensland Website Rebuild

    Available

    Complete rebuild of the club's primary digital presence implementing the refreshed brand identity. Custom responsive website, course guides, photography curation, SEO, analytics, dedicated VPS hosting, CMS training.

    Duration 5 — 7 weeks
    Investment $10,000 — $12,000 + GST

  • Event Space Microsite

    Available

    Standalone digital presence for the event space with its own sub-brand identity. Venue showcase, enquiry integration, photo gallery, mobile-optimised design, CMS for easy updates.

    Duration 4 — 5 weeks
    Investment $6,000 — $8,000 + GST

06 · Who's on it

The team.

Club

  • Sean Dobson General Manager · Primary
  • Liam Ryan Club President

Contours

  • William Watt Founder & Creative Director
  • Aly Lamb Social Media
  • Johnny Tan Producer

Design partner

  • Ashley Mead Course Architect · OCM Golf