Natalie Gulbis
1. Discovery
LPGA golfer Natalie Gulbis is known not only for bringing a talented and attractive face to women’s golf, but also for her provocative calendars. While her “pinup model” image was popular with men, it wasn’t as well received by her other fans. The challenge was to design the 2008 calendar so that it would appeal to Natalie as well as her broad fan base. The process of bringing this new image to life was filmed for her reality TV show.
2. Strategy
Elevate the brand and tap into the huge potential of the teenage girl market by highlighting Natalie’s “Cinderella” story. The beautiful athlete is the quintessential All-American girl with humble roots and a strong work ethic.
3. Execution
Taking a modern spin on red, white and blue to highlight Natalie’s All-American appeal, we chose photography that showcased not only her beauty but also her athleticism. Fun facts in handwritten type were incorporated into the traditional wall calendar format. To reach a broader audience, we also created a day planner that served not only as a calendar, but also a piece of memorabilia. This spiral bound book featured a week at a glance, integrated fun facts, personal stories, beautiful images, favorite recipes, and special dates.
4. Evaluation
The refreshed image fit Natalie to a tee.