King’s North
The Specs
Client
Myrtle Beach National // King’s North
Industry
Travel & Tourism
Services
Brand Positioning
Naming
Logo & Brand ID
Brand Strategy
Creative & Content
Building a Brand Worthy of
the Legend
the Legend
For decades, King’s North has been one of Myrtle Beach’s most recognized golf experiences. Designed by Arnold Palmer and home to the iconic Gambler hole, the course has long delivered unforgettable rounds and brag-worthy stories. But as the course underwent a major renovation and evolved into a premier Tier 5 golf destination, its brand needed to evolve as well.
The challenge wasn’t creating awareness. Golfers already knew King’s North. The challenge was transforming it from one course within Myrtle Beach National into a destination brand capable of standing alongside the South’s most celebrated golf experiences.
Approach
Prestige Play,
Built for the Story
Built for the Story
Golfers don't just choose courses based on yardage, ratings, or rankings. They choose experiences they'll talk about long after the final putt drops.
Our strategy centered on a simple insight: golfers want more than a great round—they want a story worth retelling. King's North already possessed the ingredients: Arnold Palmer's legacy, one of the most memorable risk-reward holes in the game, and a newly renovated course built to compete with the region's best. Our job was to transform those assets into a brand platform that felt legendary, aspirational, and unmistakably King's North.
Our strategy centered on a simple insight: golfers want more than a great round—they want a story worth retelling. King's North already possessed the ingredients: Arnold Palmer's legacy, one of the most memorable risk-reward holes in the game, and a newly renovated course built to compete with the region's best. Our job was to transform those assets into a brand platform that felt legendary, aspirational, and unmistakably King's North.
Brand Strategy
From Great Course to
Great Golf Story
Great Golf Story
We positioned King's North as a destination where prestige and accessibility intersect. Unlike private clubs hidden behind gates or destination courses carrying premium price tags, King's North offers golfers something increasingly rare: a world-class experience that lives up to both the legend and the investment.
This strategic foundation led to the platform:
Prestige Play, Built for the Story.
The positioning elevated King's North beyond golf course amenities and rankings, focusing instead on what golfers truly value—memorable experiences, earned bragging rights, and stories worth bringing home.
This strategic foundation led to the platform:
Prestige Play, Built for the Story.
The positioning elevated King's North beyond golf course amenities and rankings, focusing instead on what golfers truly value—memorable experiences, earned bragging rights, and stories worth bringing home.
Brand Identity
A Mark Built for Legacy
King's North needed its first-ever standalone identity.
We developed a premium visual system designed to reflect the course's heritage while signaling its future. Drawing inspiration from Arnold Palmer's legacy, championship-level golf traditions, and the mythology surrounding The Gambler, the identity was crafted to feel timeless, distinctive, and worthy of the apparel, signage, merchandise, and experiences it would represent. The result was a brand that golfers would proudly wear long after leaving the course.
We developed a premium visual system designed to reflect the course's heritage while signaling its future. Drawing inspiration from Arnold Palmer's legacy, championship-level golf traditions, and the mythology surrounding The Gambler, the identity was crafted to feel timeless, distinctive, and worthy of the apparel, signage, merchandise, and experiences it would represent. The result was a brand that golfers would proudly wear long after leaving the course.
Brand Guidelines
Building Consistency
Across Every Touchpoint
Across Every Touchpoint
To support the launch, we developed a comprehensive brand system that established clear standards for logo usage, typography, color, messaging, merchandise applications, and future marketing efforts.
Creative Campaign
Every Great Round
Deserves a Great Story
Deserves a Great Story
Our campaign strategy focused on the emotional side of golf—the stories told in clubhouses, on buddy trips, and around dinner tables after the round is over.
Rather than simply showcasing course conditions or amenities, the creative leaned into the tension, risk, reward, and mythology that define King's North. The legendary Gambler hole became more than a signature hole. It became a symbol of the experience itself: bold, memorable, and impossible to forget.
Inspired by themes of legacy, grit, prestige, and earned accomplishment, the campaign transformed King's North from a place golfers play into a place golfers aspire to experience.
Rather than simply showcasing course conditions or amenities, the creative leaned into the tension, risk, reward, and mythology that define King's North. The legendary Gambler hole became more than a signature hole. It became a symbol of the experience itself: bold, memorable, and impossible to forget.
Inspired by themes of legacy, grit, prestige, and earned accomplishment, the campaign transformed King's North from a place golfers play into a place golfers aspire to experience.
Results
A Brand Built to
Break Through
Break Through
The result was a flexible identity system capable of supporting King's North as it continues its evolution into one of the Southeast's premier public golf destinations.
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