The following is a case study about a photography & videography project we completed for Kaneff Golf, an established golf company in Southern Ontario. Our client was in the process of completing a total brand refresh and needed high-quality visual assets that aligned with their newly established brand identity. We were tasked with completing landscape photography, lifestyle photography, drone photography & videography, as well as capturing and putting together a promo video.
Who is Kaneff Golf?
Kaneff Golf falls under the umbrella of Kaneff Group, which is a leading real estate developer, builder, and property management company spanning Southern Ontario. Specializing in building housing developments, building and managing commercial plazas and office centres, as well as managing their own fleet of public golf courses. Kaneff Golf operates 6 golf courses:
- Lionhead in Brampton
- Carlisle in Burlington
- Royal Ontario in Milton
- Royal Niagara in Niagara-on-the-lake
- Century Pines in Hamilton
- Streetsville Glen in Brampton
What makes Kaneff Golf different?
Kaneff Golf is different from other golf courses in the area because of their commitment to excellence. The company offers a premium experience for all levels of golfers and promotes inclusivity at their 6 public courses.
Their courses are designed with respect to nature, utilizing existing natural features which emphasize the beauty of the landscapes. Although some of the courses are in close proximity to bustling cities, Kaneff does an outstanding job at transporting you into a secluded, quiet, and tranquil environment.
You can also visit any of the 6 locations and trust that you will be receiving top notch service. They have made it a priority to implement service standards that apply to all locations so golfers can enjoy a seamless experience no matter which course they visit.
Lionhead – Masters
Lionhead – Legends
Why was new photography important for the rebranding of Kaneff Golf?
Kaneff recently embarked on a rebranding journey, changing their traditional red and gold logo to a luxurious dark green and gold. The marketing team wanted the branding of each course to reflect its unique strengths, namely their natural environments and the premium experiences they offer.
Each golf course has their own redesigned logo that tells the story of that course. For example, Carlisle’s logo features a design of 3 trees placed closely together, inspired by East Hole 5, which features a number of densely spaced large and lush trees surrounding the green.
With the focus of the rebranding so heavily based on the natural environment of the courses, it was essential for Kaneff to acquire photo assets that fit within that story. We provided a course overview with landscape photography, as well as images of the finer course details and landmarks. To really showcase the scope and size of the courses, we also completed drone photography.
What are the benefits of a promo video?
As part of the rebranding project, it was important to really draw people in and get them excited about the Kaneff Golf brand. A promo video is a great way to do that. We put together a promotional video that was centered around the landscapes, the people, and the experience. The promo video plays on the homepage of their website, as well as in the pro shops of each of the 6 golf courses. The video also features their new signature tagline “more than just a game.”
In order to display the golf courses during optimal lighting, this project occurred over six days and we scheduled the landscape photography for sunrise. Epic sunrises (or sunsets) can’t be controlled, but we wanted the best possible opportunity to capture dynamic lighting.
In order to successfully achieve the project goals, it was necessary that golfers not be included in any of the landscape photos. We wanted the photos to tell a story of quiet and peacefulness at each course, with only the surrounding birds and a light breeze from the wind as company. With the early morning start time, we were also fortunate to see morning mist rising from the ponds.
Drone Photography & Videography
Drone photography helps to show the subject matter from a perspective that traditional photography can’t achieve. We often use the drone with architectural photography, as it shows the building as a feature of the surrounding environment, further emphasizing scale.
For the golf courses, traditional photography allowed us to capture landscape images of a singular hole or area, while drone photography allowed up to capture landscape images that provided an overview of the entire course (or a large section of it). The importance of these images is to show customers the sheer size and landscape of each course, communicating exactly what they can expect when the book a tee time with Kaneff.
A secondary goal of the project was to capture lifestyle photography of golfers. The client wanted to have a variety of assets to share on social media to promote the courses. Lifestyle photography helps potential customers envision themselves in the experience, over time creating a connection with the brand.
We decided to use different golfers in each of the courses so that our client would have a more diverse set of people in their photos, resulting in a larger variety of assets to share without constant repetition.
At each course we would complete a site visit upon arrival to identify the most visually dynamic or appealing holes. We would then plan to return to those holes later in the day with the golfers to capture photos of them golfing, driving the cart, interacting with each other and essentially having fun.
The client now has a variety of landscape, drone and lifestyle assets to use in their marketing. The imagery is being used on the brand’s social media, web pages and promotional materials. Photography was an essential piece of Kaneff’s rebranding process and our images can be found throughout their newly designed website and social media channels, along with our promo video.
We hope that this case study has provided you with some insights into our approach to photography and how we work with our clients to achieve their goals. If you have any questions, or if you would like to learn more about our services, please contact us. We would be happy to discuss your specific needs and see how we can help.