Pine Trace
Golf Club
Marketing Architecture
Rochester Hills, Michigan
Overview
Pine Trace is a public golf club in Rochester Hills, Michigan, entering a new phase after a significant renovation of the course and property.
Between Projects helped translate that physical transformation into a more coherent customer experience by developing a new brand identity with AKA, rebuilding the club’s digital presence, preparing a reopening communications plan, and creating the marketing infrastructure needed to support golf, dining, and ongoing operations.
Because the construction timeline was dynamic, the website and campaign timing had to move with the property, while communications needed to set expectations accurately as the renovated course reopened in stages.
Challenge
The course had changed.
The customer experience needed to change with it.
Pine Trace was emerging from a major renovation with a substantially improved product but a marketing and communications system built for the club that existed before it.
The website needed clearer structure and stronger mobile behavior. New routing, evolving amenities, and a phased reopening created new customer-experience challenges. Communications needed to build excitement without getting ahead of conditions on the ground.
The problem wasn’t simply announcing that Pine Trace was back.
It was creating a system that could support a club still evolving.
Marketing Architecture
1. Studies
We began by looking at Pine Trace as a complete customer journey rather than a collection of marketing channels.
That meant studying the existing brand, website, and mobile experience; the renovated course and routing; current guest communications; advertising opportunities; the customer experience; and the operational realities affecting reopening.
The work exposed an important connection: some of the most visible marketing challenges were downstream expressions of the guest experience. Wayfinding, amenities, website clarity, and expectation-setting all influenced how the new Pine Trace would be perceived.
Marketing Architecture
2. Blueprint
Reopening required a communications system, not a launch campaign.
The blueprint connected the new brand system, website, reopening communications, paid media, and ongoing content into a single sequence.
Rather than force marketing onto an artificial launch date, the plan centered on construction readiness and the actual guest experience. Brand and communications could be established first, while website and campaign schedules moved with the property without disrupting the underlying architecture.
The strategy created a foundation that could expand from identity into physical applications, digital infrastructure, campaign activation, and ongoing communications as the renovated experience came fully online.
Marketing Architecture
3. Design / Build
Build the new Pine Trace from the ground up.
We began by working with our strategic partner AKA to develop a new brand identity for Pine Trace. The initial system established a refined set of logos and marks, a richer color palette, new typography, and a visual language inspired by golf’s traditions and material culture.
From there, Between Projects worked closely with the Pine Trace team and AKA to refine the system through real-world use, adjusting colors, applications, hierarchy, and details until the identity felt right for both the renovated property and the organization operating it.
Once the brand was established, we began applying it across the full customer experience.
AKA and Between Projects extended the system into golf materials, packaging, food-and-beverage applications, merchandise, scorecards, and other printed pieces. The same identity was then carried into the redesigned Pine Trace website and a broader set of digital communications.
The result was a brand system designed not simply to look consistent, but to work consistently—from a scorecard or coffee cup to the website, campaign creative, and everyday guest communications.
Marketing Architecture
4. Optimization
Use performance data to keep improving the system.
Once the new Pine Trace system was live, the work shifted from launch to continuous refinement.
Between Projects uses performance analytics to evaluate how the website, email, social media, paid campaigns, and other digital touchpoints are working together. We study traffic patterns, engagement, conversion behavior, campaign performance, and customer pathways to identify where the system can become clearer, faster, or more effective.
Those findings drive ongoing improvements across landing pages, calls to action, content hierarchy, email communications, campaign creative, social content, tracking, and reporting.
Rather than treating the website or campaign launch as the end of the project, Pine Trace continues to evolve through a regular cycle of measurement, analysis, and optimization.
Each iteration makes the system more useful to customers and more valuable to the organization.
Outcome
A new Pine Trace, expressed as one connected system.
The work began with a new brand system and expanded outward into golf materials, food-and-beverage packaging, merchandise, printed communications, the website, and the club’s broader digital presence.
What emerged was more than a refreshed identity. Pine Trace now has a consistent visual and communications system that can move across physical and digital touchpoints without losing coherence.
That foundation continues to evolve through ongoing work across the website, email, social media, paid campaigns, analytics, and reporting. Performance data informs each round of refinement, allowing the system to become clearer, more useful, and more effective over time.
The result is a marketing platform built to grow with the renovated club, not simply announce its reopening.