Dawn secures a hole in one for top golfing YouTube channel

Stockport digital and branding agency, Dawn Creative, has been enrolled by Rick Shiels Media to help strengthen the brand identity and build a new media strategy for the world’s largest golfing YouTube channel.

Fronted by Rick Shiels, the YouTube channel boasts more than 2.7 million subscribers and tasked Dawn to support their aim of expanding the brand beyond the online space and reach new fans and audiences.

Working around the central theme of “play”, Dawn sought to build upon Rick’s mission to remove the elitist perceptions of golf as a sport and improve accessibility to all. The aim is to encourage more people to not only switch on to Rick’s channels but to get out and play the game. 

To bring cohesion to Rick’s channels, Dawn created a graphical framework from a classic photo by Harold Eugene Edgerton, ‘Bobby Jones with a Driver,’ which used stroboscope techniques to capture the movement of a golf swing. While a focus on visual language, typography, and other visual features brought consistency to content. 

The result is a revitalized brand identity that is both cohesive and adaptable, ready for what comes next for the brand.  

Oli Furze, Head of Design at Dawn, said:

“It’s been an absolute delight working with the team at Rick Shiels Media. Our primary goal was to build a foundation for future growth and diversification beyond the YouTube channel for him, while maintaining consistency and enhancing engagement.

“The team has worked hard to create a visual plane that unifies Rick’s digital presence while appealing to a broader audience, seeking to attract more golf enthusiasts and players across all platforms.”

Neil Richardson, Head of Business Development and Strategy at Rick Shiels Media commented:

‘‘As the global leader in the YouTube Golf space, Rick Shiels Media is a company that values innovation, creativity, and excellence. We had high expectations when we approached Dawn for our brand development needs. We were not only looking for a visually appealing and unique brand identity but also a team that could understand our vision and translate it into a compelling brand narrative. Dawn Creative surpassed our expectations with their creativity and originality.“