ASIAN GOLF CLUB.

Founded in 1999 in Taoyuan, Taiwan, Asian Golf Club faced growing competition in the local driving range scene. With a budget of $25,000, I set out to revitalize the space—modernizing its appeal to attract a broader and younger customer base.

Through an on-site assessment of the establishment, I identified three key customer touchpoints that significantly influence the overall experience and emotional response at the driving range.

JOURNEY MAP

Tucked within a tree-lined plaza, the driving range was easily overlooked—especially at night. To improve visibility and wayfinding, I designed a backlit monument sign to guide visitors to the entrance.

PART 1: Finding the establishment

Guests had difficulty tracking where their balls were landing, so I redesigned the signage with bolder visuals and introduced a color-coded flag system to enhance visibility and refresh the field’s atmosphere.

Materials: Aluminum Sheets, Vinyl

PART 2 : Hitting the range

Before

After

Given the driving range’s name, Asian Golf Club, I sought to enhance the establishment’s ambiance by showcasing imagery that reflects Taiwan’s unique identity. To initiate this, I embarked on a seven-day road trip around the island, capturing photographs of its natural landscapes, cultural heritage, and local communities.

PART 3: Ambiance

I then hand-crafted the frames using wood native to Taiwan, inspired by the idea of portals that invite entry — an additional nod to the name Asia Golf Club.