Setting LongBall's brand in stone through re-imagining of their catologue and a website  

Updating an already solid brand

Longball is a golf clothing brand that strives to bring modern and hip cloth to the golfing industry. Initially, Longball came to us for photography work. We spent an amazing day shooting on a golf course in Phoenix. This laid a groundwork for everything else to come.

Despite having amazing clothing Longball was still a fairly new company. And although they had a great products their brand wasn’t flushed out past their logo.

The main issue with  Longball’s brand was consistency. This makes sense, since they design many different products they have to make them different from each other to keep things interesting. Because their brand wasn’t finished, their design variations started spilling out into all of their collateral. Their typography and colors changed with each print piece, something had to be done.


Longball. A golf clothing brand out of Calgary Canada. FabricEleven was in charge of creating the brand feel, photography, catalog design as well as website design with WordPress.

The new looklongball-logo-dark


Our first task was to establish good typography. Typography is a foundation of the brand and we wanted to create a feel of modern meets classic style. This would go hand in hand with Longball’s vision of bringing Lululemon like fashion to the golf industry.

We chose to go with Old Standard TT font for headers since it has that iconic old school look and doesn’t look too much like overused Times New Roman. For body font, we used Whitney for easy readability and a slightly modern feel. We had to pick Open Sans for web later down the road because of Whitney’s web limitations.


When picking the colors for Longball we didn’t want to stray away from their main current color. This is why teal was the base color that everything revolved around. We picked 2 other colors to compliment teal. Having dark colors makes teal pop more and adds dimension when used together.


Longball already had a great vision for their brand that they were already spearheading with their products. The mood board and direction helped us focus it more. We wanted to create a feel of young, hip people enjoying golf while looking good.

Catalogue design

Then came the big test: putting it all together. Longball’s initial catalogue spanned 60 pages and looked like it was built on 3-day deadline with a goal to get as much content in as possible.

We started by identifying the audience and goals. Our audience are distributors, they make buying decisions if they like what they see.  We also needed to significantly cut down on cost.

First we redesigned the layout to fit up to 8 products per page instead of 4. Then we combined the section separator pages, team player highlight and featured clothing information onto a single page spread. This allowed us to cut the length by half! By adding boxes under each product allowed distributors to mark what they would want to order. Oh and of-course we made design much more appealing.

Modular home page

Our main focus in site redesign was seamless user experience. Longball’s old site didn’t have centralization around products. It was more of a site that talked about the brand than anything else.  In our re-design everything started to revolve around shopping. Homepage featured their latest catalogue, and automatically pulled “most popular” and “on sale” products.

Product Details

By using large images and typography we brought user much closer to a product. This created the feeling of openness, simplicity as well as class.

In the end we ended up developing an amazing site. Unfortunately for us, after 6 month Long Ball was forced to switch from WordPress to SAP Anywhere platform. We got to see first hand how every detail we implemented got neglected by SAP Anywhere team.