Staff Model Blade & CB Launch
Wilson Sporting Goods Co.
The Staff Model Blade and CB irons were the first product to launch in 2024, marking a significant milestone in the evolution of Wilson’s design language. Players have long admired the look and feel of Wilson’s musclebacks, despite being limited by the mechanics of their swing. While this year’s Blade design might be their best yet, the fit and finish of the CB irons might have stolen the show. With each of these clubs, details rule the day. The updated Shield mark, prominently displayed near the toe, serves as the new symbol of Wilson’s premium offerings. Extensive research was also conducted to redesign the letterset used to mark the clubs, showcasing Wilson’s commitment to seamlessly blend performance and innovation with a touch of nostalgia.
Our initial objective for this campaign was to establish a well-defined set of principles that would form the foundation of our visual library. As we planned future Staff Model releases later in the year, it was crucial to define how to capture each club’s individuality and how they would be presented together—an intentional design approach, as they are meant to be a blended family in your bag.
wilson.com
collaborators
Marketing Alessandra Ladd
Project Manager Molly Pike
Art Direction Jarvis Kim
Design Mike Marich
Copy Nick Eckel
Photography Drew Meredith
Retouching Nic Campa
an iron icon redefined:
clubhouse visual assets, pt. 1
As we conceptualized the campaign, we focused on capturing the allure and sophistication of textures commonly found in renowned clubhouses across the nation.
an iron icon redefined:
clubhouse visual assets, pt. 2
As we delved into the world of clubhouse décor, we discovered some captivating wallpaper textures and aged leather chairs that perfectly aligned with the aesthetic we envisioned. However, a few of these options proved to be too noisy and distracting for the clubs. In light of this, we opted for a muted green backdrop, and decided this would serve as a unifying theme for the subsequent Staff Model releases throughout the year.
