Pelican Golf Club is a members-only resort in Belleair, Florida. The land was a public course before it became The Pelican, and the up-and-coming club needed a luxe brand that would attract an elite member base.

A consistent voice is the key to building a successful luxury brand, so we created a brand book that set clear standards for The Pelican’s communication. And brand begins internally, so we hosted a launch party for the Pelican team, which achieved the employee buy-in necessary to bring the brand to life.

An ace approach

Our ground-up approach to branding begins with shaping an organization’s internal culture. The Pelican has an expansive team with varying job descriptions, but their roles all require one thing: an insane attention to detail. We penned internal mantras and core values that zeroed in on detail-oriented service, which gave the team a common goal to work toward. This employee-focused messaging got the entire staff on the same page and ultimately furthered the luxury experience for Pelican members.

We paired The Pelican’s internal messaging with clear external communication designed for the club’s golf-focused and socially driven audience. These lines allow the team to speak the same language when interacting with members, a seemingly small detail that has an immeasurable impact on a service-based luxury brand.

The Turn

The Pelican’s brand book got it halfway through the course, but its internal launch party was the brand’s turning point. The energizing event, which featured a fully branded presentation and high-end food and drinks, created an unforgettable moment for the staff and emphasized the importance of the content. Plus, every team member walked away with tangible, branded collateral that allowed them to better internalize the messaging. The Pelican had one chance to launch its brand with momentum, and it didn’t let that opportunity slip away.

The brand book and launch party made The Pelican a smashing success from the very beginning, and the messaging we created years ago continues to guide The Pelican’s decisions today.

Peek inside The Pelican’s world.