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OVERVIEW

The #1 company in golf

Creating innovative, high-performance golf equipment is a challenge. It calls for a profound understanding of the game and those who play it. Founded in 1982, Callaway is renowned for developing innovative, premium products that help golfers hit longer and straighter shots from tee to green. One of Callaway's most premium products is the Rogue club line. Through revolutionary technologies, Rogue became the best-selling golf club product line on the market.

BRAND

Callaway Golf

PROJECT

Rogue Product Launch

DESIGN ASSETS

Branding, Concept Design,
Art Direction, Retail Execution

OVERVIEW

The #1 company in golf

Creating innovative, high-performance golf equipment is a challenge. It calls for a profound understanding of the game and those who play it. Founded in 1982, Callaway is renowned for developing innovative, premium products that help golfers hit longer and straighter shots from tee to green. One of Callaway's most premium products is the Rogue club line. Through revolutionary technologies, Rogue became the best-selling golf club product line on the market.




BRAND

Callaway Golf

PROJECT

Rogue Product Launch

DESIGN ASSETS

Branding, Concept Design,
Art Direction, Retail Execution

OBJECTIVE

More Powerful. More Forgiving

Through extensive research, Callaway engineers created 'Jailbreak Technology', a revolutionary design consisting of two titanium rods within the club head. This technology significantly increased ball speed, making Rogue the best-selling driver. Engineers also enhanced Rogue irons with another scientific break-through: Urethane Microspheres. The technology was injected into each iron to promote distance, without sacrificing feel.

As lead print designer, my challenge was to clearly showcase Jailbreak Technology in Rogue woods and Urethane Microspheres in Rogue irons. The goal was create a concept to prove to consumers that Rogue was the best golf club on the market. Deliverables include: final Rogue design concepts, retail executions, print promotions, marketing materials, and art direction of all Rogue launch print elements.

OBJECTIVE

More Powerful. More Forgiving

Through extensive research, Callaway engineers created 'Jailbreak Technology', a revolutionary design consisting of two titanium rods within the club head. This technology significantly increased ball speed, making Rogue the best-selling driver brand. Engineers also enhanced Rogue irons with another scientific break-through: Urethane Microspheres. The technology was injected into each iron to promote distance, without sacrificing feel.

As lead print designer, my challenge was to clearly showcase Jailbreak Technology in Rogue woods and Urethane Microspheres in Rogue irons. The goal was create a concept to prove to consumers that Rogue was the best golf club on the market. Deliverables include: final Rogue design concepts, retail executions, print promotions, marketing materials, and art direction of all Rogue launch print elements.

Final Rogue Woods Design Concept

Final Rogue Irons Design Concept

Final Rogue Woods Design Concept

Final Rogue Irons Design Concept

RETOUCHING

Finishing Details

While working extremely close with the 3D render team, I spent several hours adding the final details on the Rogue renders to achieve our desired look. This process included: color balancing, lighting adjustments, enhancing the Jailbreak structure, and incorporating line art.

I also decided to add in contrasting red highlights to help the renders stand off from the dark teal color scheme. The subliminal red color pop made the bold statement we were looking for. This execution was also used on all tour player photography.

RETOUCHING

Finishing Details

While working extremely close with the 3D render team, I spent several hours adding the final details on the Rogue renders to achieve our desired look. This process included: color balancing, lighting adjustments, enhancing the Jailbreak structure, and incorporating line art.

I also decided to add in contrasting red highlights to help the renders stand off from the dark teal color scheme. The subliminal red color pop made the bold statement we were looking for. This execution was also used on all tour player photography.

RETAIL AND TRADE SHOW GRAPHICS

Clear, consistent and prominent branding

Once the concept designs for the Rogue woods and irons were finalized, I executed the look across all retail locations -- Dick's Sporting Goods, PGA Superstore, and Golf Galaxy were among the largest retailers. I also created a few Rogue graphics to showcase within the Callaway booth at the PGA trade show.




RETAIL AND TRADE SHOW GRAPHICS

Clear, consistent and prominent branding

Once the concept designs for the Rogue woods and irons were finalized, I executed the look across all retail locations -- Dick's Sporting Goods, PGA Superstore, and Golf Galaxy were among the largest retailers. I also created a few Rogue graphics to showcase within the Callaway booth at the PGA trade show.




NEXT DESIGN PROJECT

Hand-lettered chalkboard menus and an
authentic mural design for BIGA San Diego.

NEXT PROJECT

NEXT DESIGN PROJECT

Hand-lettered chalkboard menus and an
authentic mural design for BIGA San Diego.

NEXT PROJECT

LOCATION

San Diego, California



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LOCATION

San Diego, California



START A CONVERSATION

hello.sarahjo@gmail.com →