From Tarmac to Tee: A Strategic Rebrand positioning Portland’s Most Unexpected Golf Destination
CLIENTS: kemper sports, portland public parks
COlLaborators: Student work agency
Opportunity
Golf is changing—and Colwood needed to change with it. Located in Portland’s industrial corridor near PDX, Colwood is a rare public, quick-play par-3 course that’s affordable and approachable. Instead of hiding its unconventional setting (planes overhead, trains nearby), we embraced it—positioning Colwood as a quirky, low-pressure stop for today’s fast-moving, younger golfers.
Approach
We leaned into the destination angle by turning the brand into a tribute to travel. Inspired by airport codes and luggage tags, we shortened the name to CLWD, a bold logo shaped like a tag—reflecting movement, accessibility, and Portland flair. The typography (Cubano) gives off a vintage, sporty feel, mirroring Colwood’s role as a starting point for players to grow their game.
Results
The rebrand turns Colwood into a place worth stopping for—whether you’re stuck in traffic or between flights. The new identity is flexible, memorable, and ready to travel—positioning Colwood not just as a golf course, but a true Portland destination.
