Brand design can be an unpredictable process. It’s always fun to see what didn’t end up making the final selection. Unexpected design rejections offer countless new possibilities. It’s like seeing a makeover montage, or an alternative ending to a movie.

Today I will show you some unexpected design alternatives for Wacky Women. First, you will see early mood boards, logos, and website designs that were presented in the design process. Then you get to see which designs were rejected and which ones I re-worked to develop the new visual brand design for the organization.

Get ready to be surprised, because Wacky Women could have looked a whole lot different!

Mood Boards

Wacky Women exists to make the golfing experience fun, educational and non-stressful for women golfers at all levels. This women-only organization wanted to incorporate their core values in a fresh, whimsical, more modern look.

My usual process took a wild left turn at this point. Instinct told me to separate the three different aspects of their brand (women-focused, modern, and fresh/ whimsical) and work them separately. In this way, I could identify which visual emphasis resonated more with their members. Once a visual preference was established, I could incorporate the remaining aspects of their brand through strategic content and messaging.

Sisterhood

This first option emphasizes the female community aspect of the organization. This board takes a more emotional approach. It conveys whimsy, laughter, and togetherness in a way that is unapologetically feminine.

Sisterhood Mood Board Option For Wacky Women Golf Association
Sisterhood Mood Board Option For Wacky Women Golf Association
Modern

A strong personal favorite of mine, this airy and clean board is an iconic, lighthearted advisor type with a bit of dry humor and a serious swing.

Modern Mood Board Option For Wacky Women Golf Association
Modern Mood Board Option For Wacky Women Golf Association
Ilustrative

This style brings in local flavor and fun with playful elements and vibrant colors. Illustrative elements keep the tone informal. A bright palette conveys a sense of playfulness.

Illustrative Mood Board Option For Wacky Women Golf Association
Illustrative Mood Board Option For Wacky Women Golf Association
The Final Board

The client loved the illustrative option. I reworked the final board to incorporate imagery and messaging to focus on community and fun. Group photos show the welcoming attitude of the organization. Playful illustrative elements support the laid back, informal aspect of the group.

Illustrative Mood Board Option (Final Version) For Wacky Women Golf Association
Illustrative Mood Board Option (Final Version) For Wacky Women Golf Association

Logos

Like training at a rock climbing gym, this is the part where you try SO hard but also expect to fall, and fall again. And again. And again. (You get the idea.) It’s hard, it uses muscles you didn’t think you had. It’s creatively exhausting, but loads of fun.

Former Logo used for Wacky Women
Former Logo used for Wacky Women

The challenge was to design a logo simple enough to print on golf balls and other merchandise. However, it should not rely on overused golf imagery like golf balls, T’s, golf carts, clubs, etc. that saturate golf-related brand design.

Sketchbook Concepts for Wacky Women Logo
Sketchbook Concepts for Wacky Women Logo
Sketchbook Concepts for Wacky Women Logo
Sketchbook Concepts for Wacky Women Logo

I developed the initial sketches on paper. After that, I presented the four strongest concepts to the client:

Logo Options for Wacky Women
Logo Options for Wacky Women

The final design uses only a simple flag with text. The scripty font is whimsical without being overly feminine. Additionally, the full name of the organization is used, with the roundness of the bottom text hinting a golf ball shape.

Golf Ball Logo Mockup for Wacky Women
Golf Ball Logo Mockup for Wacky Women

Website

I started with two unrefined concepts. Both options lacked font choices and blog design treatment. However, I would develop these in tangent with the brand design direction for the website. The next step for the client was to choose their preferred website look. Then I would fill in the design with details like fonts, photo treatments, and  other branded elements.

The rejected homepage option (left) is less dependent on illustration. Instead, the overall design hints at a golf course. The hero image sits on the grass like a golf ball. The welcome section resembles a score card. Cards are also used below, inviting a user to select from three call to actions.

The second option (right) concentrates on the client's geography. A highly illustrative hero image shows an iconic view of the Chugach mountains from Anchorage Golf Course. The photos and other illustrative elements provide Alaskan-specific imagery throughout the site. This gives a unique view of the organization. As a result, their brand personality stands out among the local competition.

First Round Of Homepage Options for Wacky Women
First Round Of Homepage Options for Wacky Women

I developed the final site design using the second homepage option (right). Elements from Option 1, such as the green backgrounds and hover boxes, were carried over into the final site design. Click here to view the full website in all it's Alaskan summertime glory. 

Hop on over to the project page to view the more awesome designs for this project.