A complete redesign of Golf Fang’s digital presence — uniting brand storytelling, UX design, and creative direction into an immersive online experience.
Year
2025
Client
Golf Fang
Website
www.golffang.co.uk
Overview
A complete redesign of Golf Fang’s digital presence — uniting brand storytelling, UX design, and Art & creative direction into an immersive online experience.
The project encompassed creative and art direction, UX exploration, and full UI design, supported by the creation of a scalable design system to strengthen the brand’s digital consistency. The goal was to translate Golf Fang’s bold, rebellious identity into a cohesive digital language — playful yet structured, expressive yet functional.
Challenge
Golf Fang’s previous website no longer reflected the scale or energy of the brand. With multiple locations and sub-brands across the UK, the digital experience lacked cohesion and usability.
Each venue had its own personality, visuals, and atmosphere — all of which needed to be authentically represented while remaining part of a unified experience. The booking system posed the greatest challenge: it had to integrate seamlessly within the website while being managed by an external provider. Ensuring this integration maintained visual and experiential coherence required close collaboration with both the UX designer and the external technical team.
The result needed to balance clarity with chaos — preserving Golf Fang’s creative edge while delivering a smooth, intuitive user flow across devices.
Approach & Process
Working closely with the UX designer, I led the visual and creative direction from the earliest stages — from brand and competitive analysis through to the development of the full design system.
I provided input on information architecture, site mapping, and user journeys, ensuring that visual storytelling and interaction design worked hand in hand. Every page was structured to feel like a live experience rather than a static website — blending bold visual composition, motion, and brand-led typography.
I developed a flexible UI system with reusable components, scalable across new locations and future sub-brands. To ensure cohesion, I collaborated directly with the booking system provider, guiding the visual integration and user flow so the experience remained uninterrupted.
The final result was a modular, expressive interface — one that allows Golf Fang’s digital presence to grow without losing its raw character and playful spirit.
Outcome
Impact & Reflection
This project represented more than a redesign — it redefined how the brand lived online. The new website now acts as a digital extension of Golf Fang’s physical energy: dynamic, surprising, and distinctly human.
The integration of the booking system within the design language improved usability and reduced friction in conversions. Beyond function, it reshaped how users experience the brand — turning a once-disjointed interface into a cohesive, memorable journey.
Working almost independently across direction, UX collaboration, and full design execution was an intense but rewarding process — proof that clarity and creativity can coexist within even the boldest brand expressions.