Discover: What matters.
LPGA golfer Natalie Gulbis is known not only for bringing a talented and attractive face to women's golf, but also for her provocative calendars. While her "pinup model" image was popular among a male audience, it wasn't as well received by her other fans. The challenge was to design the 2008 calendar so that it would appeal to Natalie as well as her broad fan base. The process of bringing this new image to life was filmed for her reality TV show.
Define: The big idea.
We worked to elevate Natalie's brand image and tap into the huge potential of the teenage girl market by highlighting her "Cinderella" story— girl of humble roots who, with a strong work ethic, accomplished her dream of becoming a professional athlete. This process was captured through a reality show featuring the athlete.
Deliver: In a relevant way.
Taking a modern spin on red, white and blue to highlight Natalie's All-American appeal, we chose photography that showcased not only her beauty, but also her athleticism. Fun facts in handwritten type were incorporated into the traditional wall calendar format. To reach a broader audience, we also created a day planner that served not only as a calendar, but also a piece of memorabilia. This spiral bound book featured a week at a glance, and integrated fun facts, personal stories, beautiful images, favorite recipes, and special dates.
Are you hooked yet?
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