The evolution of an identity: from notoriety to premium positioning

This project was developed by the founder and creative director of YATÚ STUDIO during his professional stage at azuLine Hotels, and is presented as part of his career and professional portfolio.

The evolution of Golf Ibiza shows how an identity must transform as a brand’s strategic needs and positioning evolve. Being the only golf course in Ibiza provided strong category association, but the brand still needed a clearer, faster and more memorable identity.

The original identity relied mainly on a shield. Although recognizable, it placed the name in a secondary position and required the audience to interpret the symbol before identifying the brand verbally.

The redesign focused on simplifying the system and turning the name Golf Ibiza into the main recognition asset. The result was a more direct, solid and premium visual identity, better suited to an international tourism and leisure context.