Client
Ruitoque Golf Country Club
Project
Brand System, Environmental Design & Digital
Role
Art Director - Brand & Course Experience
Skills
Photoshop, Illustrator, After Effects, Figma, and AI
Location
Remote
Year
Feb 2022 – Jul 2024
RUITOQUE GOLF COUNTRY CLUB
PLAY ABOVE THE CLOUDS
The course sits above the clouds. The brand had never left the valley.
Ruitoque is Nicklaus Design's first course in Colombia, set on a plateau 1,350 meters above Bucaramanga. Most mornings, cloud fills the valley and the fairways sit above it in clear, cool air. Par 71. Slope 151. Three PGA Tour Latinoamérica events. The golf was never the problem. Everything around it was.
PROBLEM
Three audiences, one club, and none of them saw the same one. Members had an outdated app. Traveling golfers had no English page. Prospects had no way to book. The tee sheet, the tournament post, and the dining menu looked like they came from three different clubs, and under 15% of members opened any club channel in a given month. The real competitor wasn't another course. It was a member who'd rather call the pro shop.
INSIGHT
The elevation was the brand. It just hadn't been used. Everything that makes Ruitoque different comes from its height: the air, the canyon, the cloud line below the fairways. Even the logo already carried it, in two swallows riding the canyon winds. So the job wasn't to invent a luxury story. It was to make every touchpoint feel like the climb. The platform wrote itself: Play Above the Clouds.
SYSTEM
One platform, built to read at altitude: navy for ground, gold used sparingly, serif caps with one gold word per headline, and room to breathe. Three devices hold it together. A golf-dimple emboss runs through everything you can touch. A gold flight arc carries from frame to frame. And the swallow leaves its oval to become the O in RUITOQUE. The heritage oval stays where it has earned its place. The Nicklaus co-brand appears only where the course speaks with authority.
BEHAVIOR
The system follows a golfer up the mountain. It starts at the airport billboard and the WELCOME monument at the gate. On the course, the name stands in dimensional letters whose shadow writes it again on the grass, alongside tee-box panels, swallow tee markers, and pin flags. In the clubhouse, an etiquette poster turns seven rules into first-person pledges. A scorecard and gift packaging go home with the member. On the phone, an Instagram carousel plays as one continuous shot, and a bilingual website puts a tee time right under the hero. Same climb, every touchpoint.
IMPACT
Monthly active members across club channels went from under 15% to over 85%, and channel engagement rose 25%.
One identity now runs from the airport arrivals hall to the 16th tee, and the bilingual website prototype takes a golfer from landing to a tee-time request without leaving the page. The club stopped looking like three places and started looking like one.
ROLE & CONTRIBUTION
Art Director - Brand & Course Experience
· Directed two and a half years of integrated campaign, social, and web creative for a Jack Nicklaus–designed club in Santander, Colombia, taking member web engagement from under 15% to over 85% monthly active members.
· Produced 15+ brand assets the club ran across web, app, and social for events, tournaments, dining, and membership, lifting channel engagement 25%.
· Carried the identity off-screen into packaging, on-course environmental design, and the IV Campeonato Libertadores promo, which I concepted, cut, and scored solo.
