Event branding

Carne is a leading player in asset management. Their vision is to simplify processes in this complex and fragmented industry, unifying it by bringing people, knowledge and organisations together.

The challenge

We were asked to create event branding for an inclusive golf and social event in Dublin that reflected this vision of unity. Carne were keen to avoid the stereotypical corporate golf day format and provide invitees with a more relaxed, fun experience, one they were keen to establish as an annual gathering.

Male and female golfer on course next to event branded banner
Man on putting green playing shot next to event branded banner
Group of golfers stood next to event branding on flag

Our approach

We devised the name GatherRound to reference both golf and the inclusivity. The name usefully extends into the language – ‘beginners gather round a pro, players gather round their team’s ball, evening guests gather round industry big hitters for informal talks’. The logo reflects this idea of coming together. The concept also flows through the entire event branding as a playful mix of the Carne visual identity and golf. We saw every interaction as an opportunity to reinforce Carne’s values, designing everything from entrance welcome signage, competition rules cards to personalised golf buggy number plates.

Four people doing a fist pump on golf course alongside event branded flag
Corporate golf day branded golf buggy
Golf event branded sign
Corporate golf day event graphic
Man smiling at golf event wearing branded polo shirt
Corporate golf event graphic depicting a winners medal made from graphic lines and a 3D golf ball
Corporate golf event hashtag graphic
Two women golfers receiving prize against branded golf event backdrop
Image of branded golf event photo card on wood surface
Large group of people cheering alongside branded golf event signage

The outcome

With nearly 50% women and 30 beginners attending the event it was a successful reminder of Carne’s core values of togetherness and thoughtfulness and their desire to unite the asset management industry. When initial communications were sent out, confirmed attendees were oversubscribed within days. The feedback during and after the event has been overwhelmingly positive, with comments like ‘Inclusive, fun and excellently branded, really super job’, ‘You’ve set a new bar for a corporate event and how to bring people together in such a positive way’, ‘Bring this to London, please!’ Needless to say, after this inaugural event it has firmly established itself in people’s hearts and minds.

We wanted to host a client day with a difference, bringing experienced golfers and non-golfers together with an emphasis on inclusivity and fun. This was also an opportunity to showcase our brand and communicate our values. The careful consideration and creativity from the team at Clout was flawless. The ‘GatherRound’ concept and thoughtfully worded invitations struck a chord from the outset, resulting in non-golfers making up over 40% of attendees on the day. Through smart and clever branding the clubhouse and golf course became an extension of Carne itself. The feedback has been incredible and our intention is to replicate the event across our other jurisdictions

Eoin Sheahan, Director of Marketing

What we did

Event identity
Digital communications
Signage and wayfinding
Social media strategy
Merchandise design

Our collaborators

Weareseventeen, animation
Scott Perry, brand strategy and writing

Related projects

Carne Group rebrand

Carne Group brand films