Design for Sport - From Grassroots to Heritage Clubs

Two audiences. Two completely different design challenges.

Designing for sport isn’t one-size-fits-all.

From grassroots clubs looking to engage the next generation…
to established venues focused on heritage, reputation and experience…
each audience requires a completely different approach.

​This case study highlights two very different projects - and how the design approach changed to suit each one.

Engaging the Next Generation - MTB Guisborough

Engaging the Next Generation - MTB Guisborough

For MTB Guisborough, the goal was clear:
We needed something bold, energetic and built for a younger audience that would engage 10–16 year olds and drive sign-ups to their junior programme.

The design needed to:
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• Grab attention instantly
• Feel exciting and accessible
• Appeal to a younger audience without feeling childish
• Work effectively across both print and digital channels

The final outcome was a high-impact poster design supported by promotional video content, designed to capture attention quickly and communicate the offer clearly.

A Shift in Audience - Saltburn Golf Club

While the MTB project focused on energy and youth engagement, the approach for Saltburn Golf Club required something entirely different. This wasn’t about grabbing attention - it was about reinforcing perception.

Here, the audience is more considered, with expectations around quality, heritage and overall experience.

The objective was to create a premium presentation folder that:
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• Reflects the club’s reputation and history
• Communicates quality and attention to detail
• Enhances first impressions for prospective members and visitors

Designed to Be Held and Remembered

Unlike fast-moving digital content, this piece was designed to be physically handled - something that reinforces the brand through touch, layout and material quality.

The design focuses on:
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• Clean, elegant typography
• Structured layout and hierarchy
• Carefully selected imagery to showcase the course and facilities

Two Audiences. Two Approaches.

These two projects demonstrate an important principle:

Different audiences require different design solutions.

What works for a youth-focused cycling club won’t work for a heritage golf venue - and vice versa.

Understanding the audience, the objective and the context is what ultimately drives effective design.

Final Thoughts

Whether it’s a grassroots initiative or an established sports venue, design plays a key role in shaping perception and driving engagement.

​If you're involved in sport and feel your branding or marketing isn’t quite hitting the mark, I’m always happy to share a few ideas.