Greg Norman - Shark | Creating a double identity for an Australian sporting icon

Client Services

Brand development, Photography, Graphic design, Advertising, Copy writing, Packaging design and Digital imaging

The reasoning behind some companies holding many brands is that research tells us that no one brand can cover every market - or every sector of a market.

The usual structure is that there's a main "power " brand that is clearly defined as such, then sub-brands that fulfill positions required for different offerings, such as less expensive product lines. Armani does this with its sub-brand Emporio Armani.

In the brief for the advertising and golf ball packaging on this page, we were given firm guidelines by the client. Both were aligned to Greg Norman, but were to fulfill two objectives.

Anything that features the well known swimming shark logoform is part of GREAT WHITE SHARK ENTERPRISES (GWSE), the multi-national private corporation founded by Greg. We followed the approved style guide in producing the Greg Norman Eyewear advertisement (at right). We proposed that PrecisionDST be the title for the Greg Norman golf ball range and designed packaging using the swimming shark logo in three colorways to visually differentiate each golf ball's performance attributes - distance, spin and tour.

On the other hand, SHARK BY GREG NORMAN is a golf equipment and accessory range developed by the GWSE Australian distributors in liaison with Greg Norman, and is only available for sale in Australia, New Zealand and parts of Asia.

This sub-brand is obviously, by title, still aligned to Greg Norman and GWSE. However, as GWSE doesn't market golf clubs and accessories, this provides an opportunity to purchase Greg Norman affiliated product at a competitive price-point.

We created the SHARK ad campaign, photographed product and designed golf ball packaging.

In the brief for the advertising and golf ball packaging on this page, we were given firm guidelines by the client. Both were aligned to Greg Norman, but were to fulfill two objectives.