Greensward
Tradition on the tee, translated for the web.
- Client
- Greensward
- Year
- 2026
- Division
- Strat Labs
- Duration
- 9 weeks
Nairobi
Greensward is a members' golf society established in 1997. The brief was unusual: be less promotional. The club wanted a presence that felt like a well-kept clubhouse noticeboard, not a resort brochure.
We built an identity anchored in a high-contrast editorial serif, a bone-and-charcoal palette, and photography that is calm rather than aspirational — then a site that carries course conditions, the season schedule, the journal, and membership applications without raising its voice.
What stood in the way.
- 01
A heritage audience that distrusts anything that looks like advertising, alongside a younger membership pipeline that expects a modern digital experience.
- 02
Operational content — conditions, schedule, activities — that changes weekly and had been living in a WhatsApp group.
- 03
Equipment and brand partners who needed visible acknowledgement without turning the site into a sponsor wall.
The approach.
Typography as the identity
The wordmark and headline serif do nearly all the brand work. There is no logo mark competing with the photography, and no gradient anywhere on the site.
Operational content, properly housed
Conditions, schedule, and activities became first-class sections a club steward can update in minutes — retiring the WhatsApp workflow entirely.
A restrained partner wall
Partner marks sit in a single quiet row with a one-line explanation of the standard they are held to, framed as curation rather than sponsorship.
Membership as a considered journey
Applying is a deliberate, multi-step flow with a single Apply Now entry point, matching how the club actually admits members.
Services
Stack
“It looks like the club looks. That is the highest compliment our committee knows how to give.”
