In 2013, Callaway introduced its Apex irons, setting a new standard in golf technology. With each new release, Callaway refined and advanced their designs, and with the launch of the 2024 line, the Apex series may truly have reached its peak! This year’s models—the Ai200, Ai300, and Ti Fusion—are meticulously crafted with Callaway's latest materials and technology to deliver exceptional power, feel, and consistency to players of all levels.
As part of the Callaway team, I had the opportunity to help bring the 2024 Apex line to life across digital, print, and retail channels. From designing the look and feel of the online product experience to creating impactful retail graphics, I worked to capture the cutting-edge technology behind each iron.
Our product leads set an exceptionally high standard for brand communication, challenging us as designers to capture the product story and bring their vision to life with visuals that convey a premium experience. To support this new launch, our 3D team crafted outstanding animations, while our design team developed cohesive campaign assets across retail, social, and web to ensure the product’s story shone across all touchpoints.
One of the biggest challenges of this campaign was launching a complete family of products rather than a single item. While each of the three irons had its own distinct messaging, we needed to create a unified brand feel across the entire lineup without sacrificing each product’s unique qualities, as each iron was designed for a different type of player. With this in mind, I developed an Apex product landing page that maintained the intended elevated brand aesthetic while highlighting the unique details and benefits of each club.
As part of our company’s marketing strategy, our team collaborated to create a launch event designed to build brand awareness and excitement for the new product. This exclusive event welcomed Callaway media partners, influencers, and clients. Our design team played a key role, creating event graphics, signage, and even curating an Apex-branded art gallery using AI tools. The event was a success, and the momentum carried forward, contributing to strong product sales in the weeks that followed.
