Reimagining a coastal golf destination through refined brand identity

The Brief

Nestled on the Pohutukawa Coast, just 40 minutes from Auckland, Formosa Golf Resort is a heritage-rich, 170-hectare resort known for its championship golf course designed by Sir Bob Charles. Despite its prestige and sweeping views over Waiheke, Rangitoto, and the Coromandel, its brand felt outdated and disconnected from the experience it offered. The client needed a refreshed identity that matched the calibre of the resort, bringing together its natural beauty, history and hospitality offering in a unified system.

The Approach

The strategy was built around reconnecting the brand to its environment. We focused on creating a calm, confident and premium identity that could live across a wide range of touchpoints, from digital to signage to printed materials.

• Logo
  A minimalist silhouette of Rangitoto Island forms the heart of the mark, referencing the coastal horizon visible from the course. Its geometric form hints at tradition and structure, while feeling clean and contemporary.

• Typography and Colour
  We selected a warm, refined colour palette inspired by sand dunes, native flora and coastal cliffs. Paired with modern, legible typography, the tone is understated yet premium. The type system ensures clarity across digital platforms and print signage alike.

• Collateral
  I designed printed materials and guest-facing collateral including menus, signage, stationery and promotional items. Every touchpoint was considered an extension of the experience on-site: professional, relaxed and visually consistent.

The Result

The refreshed brand elevates Formosa’s visual presence, re-establishing it as a premier golf destination. It now communicates with clarity and calm, offering a cohesive guest experience that reflects the natural surroundings and resort’s aspirations for the future. Internally, the brand has helped align communications and marketing efforts across the team.