After a slow start to recruit members, new build golf club Archerfield brought in Tayburn to create a clearly defined positioning and visual identity. The Archerfield branding had to use the existing logo but there were no other restrictions. Working with the Club’s new General Manager, Tayburn developed a clear positioning as a contemporary golf club, to move it away from the niche and highly competitive ‘establishment’ competitors. This quite different look and feel, for a golf club, as well as the strapline ‘we play a different game’, was carried through to print and online. Since the launch of the new positioning, membership has climbed from 35 members to its current level of just under 800, while the annual subscription has risen from £1,100 to £1,950 and the joining debenture fee from £15,000 to £30,000. Archerfield is now also host to the Ladies Scottish Open and boasts celebrity members Sir Ian Botham and Alan Shearer.