Contours
Engagement microsite · v1.0

Engagement

Royal Queensland Golf Club

Est. 1920 · Brisbane, Queensland

A six-week brand sprint to deliver the new short course identity. Master brand refresh and event space sub-brand are planned downstream phases (July to August 2026).

Stage 05 · Kickoff 15 Apr 2026 — 1 July 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 · In progress

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 · Upcoming

Discovery & Design

Direction lock by 5 June. Refinement of the chosen creative direction into a working brand system.

Client receives Weekly check-in note.

Stage 07 · Upcoming

Presentation

Board approval week of 15 June. Refined brand system presented for sign-off.

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

Stage 08 · Upcoming

Refinement

Two bounded rounds of feedback after presentation. Final adjustments locked.

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 — 28 May 2026

    Brand Architecture + Short Course Naming

    In progress

    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 — 1 Jul 2026

    Short Course Identity (Sprint)

    Upcoming

    Full visual identity for the short course delivered ahead of the 1 July deadline. Logo suite, colour palette, typography, application mockups including signage, scorecard and pavilion collateral. Delivered as a live, hosted brand guide.

    Deliverable Short Course Brand Guide

  5. Phase 05 Jul — Aug 2026

    Master Brand Refresh

    Upcoming

    Evolution of the Royal Queensland master brand. Crest, typography, colour palette optimised for print and digital, visual language and photography style, graphic devices and brand system for communications. Authority of an Olympic venue, respect for heritage.

    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.

28 May 2026

Thursday 28 May 2026

Creative direction kickoff

Sixty minutes with Sean and the team. Three creative directions presented for the short course identity. The conversation that locks the direction we refine through June.

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
  • Robert McAfee Club President

Contours

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

Design partner

  • Ashley Mead Course Architect · OCM Golf