Problem: Golf is experiencing a vibe shift. It’s getting younger, cooler and more diverse. Heron Lakes and Colwood Golf Course’s branding still feels old-school and doesn’t connect with the new wave of players showing up in vintage tees and dickies instead of polos.

Insight: You don’t need a collared shirt to make par.

Idea: Kemper Sports courses have the potential to become part of Portland’s culture. Our logo exploration aims to position these courses to be one of Portland’s-Must-Visit places. The new vibe makes golf feel less like a country club and more like a place anyone can play. No stuffiness or exclusivity!