Golf is evolving, and technology is changing the way players experience the game. Indoor Tee saw an opportunity to create a high-quality virtual golf experience in Lincoln, Nebraska. It needed to make the space–and sport–more accessible and engaging. To bring this vision to life, they chose Eleanor to develop a cohesive brand identity—complete with a logo, website, and marketing strategy—to establish its presence and drive early engagement.
01
The Challenge
The Indoor Tee brand needed to seamlessly blend golf’s legacy with its modern, tech-driven approach. The identity had to be innovative yet familiar; digital yet deeply connected to golf’s essence; and compelling players to step up and play.
02
The Solution
The Indoor Tee logo is where golf meets innovation. Eleanor designed a flagstick-inspired mark that cleverly doubles as a play button, instantly signaling digital interactivity. By skewing the triangle precisely 14°—a nod to the 14 clubs allowed in a tournament—we embedded a subtle but meaningful detail that evokes both tradition and movement, like a flag swaying in the wind.
The bold green and black color palette balances classic golf aesthetics with a sleek, modern edge. This minimalistic approach extends across the brand’s identity, from crisp, dynamic imagery to an intuitive online presence that highlights the energy and precision of the game.
03
The Outcome
The immediate resonance of the logo allowed for a swift brand rollout, which included a website, social media presence, and marketing campaign well before the location opened. This allowed for early membership purchases to be made before the doors opened, bringing in revenue earlier than anticipated.
Beyond digital branding, the logo informs the physical space, influencing interior design and wayfinding. By integrating branding into the built environment, Indoor Tee delivers a seamless, immersive experience, reinforcing its identity as the future of golf.
