Pardon Our Dust!
Golfsmith's flagship Austin store was remodeling, getting even bigger and better than it already was, and they called upon me to come up with a "pardon our dust" campaign that would help to explain to customers during the renovation, why some of the product might have been temporarily relocated, or entirely absent from the sales floor. After some preliminary sketches (below), I finally suggested we use caution signs, which are readily associated with roadwork, but to use golf language on them. Well, golf-speak for caution is, "Fore!" Pairing the iconic yellow road signs with majestic course imagery was a way of letting customers know that their patience would be rewarded with greener pastures.
The in-store campaign consisted of posters, door and window clings, standees, and banners.
As part of the renovation process, Golfsmith also chose to stop selling tennis equipment, in an effort to make room for more golf equipment. I developed a sub-campaign, still using the FORE! imagery, to notify customers of this change. I don't know if any of those ended up being produced, but they're included below. The copy for those was furnished by the copywriters working with us in-house.
