Featured Project
Mach 1 Ultradwarf Bermudagrass Website
Mach 1 Ultradwarf Bermudagrass is a premium-grade grass for golf course greens with putting quality similar to bentgrass but with all of the environmental benefits of a bermudagrass. Our goal was to build a website filled with technical data to back up benefits claims and testimonials to instill confidence in golf course owners about to spend hundreds of thousands, if not millions, on a golf course renovation or new construction.
We created a new site map, analyzed all of the existing research data the inventor had gathered for several decades, and crafted it into marketing language. We then wrote every word of content for the new website. Our goal was to position the grass as the best, most sustainable, and prestigious choice for any golf course looking for a grass for their greens. We created research charts to drive home the science behind the hype. We created animations (the ball drop on the home page is pretty slick, interactive, and fun). We told the story of the grass, its inventor, and of the sod grower Modern Turf. We created resources for grass maintenance and drove home differentiators on every page to convert lookers into buyers. The result is a beautiful, interactive, and well-organized website that educates buyers on why they should choose Mach 1 Ultradwarf.
Branding
WRITING CORE CONTENT
We combed through nearly 20 years of scientific data to convert raw research stats into useful data points that could be converted into marketing language. Sources included research from the National Turfgrass Evaluation Program, the inventor’s background materials and webinars, and the original grass patent. Once data was organized, we classified each data point into categories and crafted marketing messages that drove home the many benefits of Mach 1 Ultradwarf Bermudagrass for use on golf course greens.
Once the research data illuminated actual product benefits, we moved on to creating standard language for the brand. Although a name and tagline were already in place, brand descriptors were not. The language was crafted so the entire team could be “singing from the same hymnal.” This new standard language was then used to create the website, PowerPoints, trade show materials and handouts, and other marketing tools. The full list of written branding content included core content, features and benefits, history of the cultivar, comparative research stats, maintenance guidelines (edited from the inventor’s notes but left in his voice), and testimonial pull quotes. Charts are included here to show an example of how the language was illustrated.
Core Content in Use
Research charts and PowerPoint slides converted raw data into statistics that support product benefits in a visually appealing manner that is also easily understood.
Logo Refresh
The existing logo had an established color palette and theme. We worked with balance and updated the flag shape to show movement.