Pine Lakes Golf Club was in need of re-branding. The course had become run down, and suffered from a poor image. Distinctive Concept analyzed the club's competitive situation, and developed a strategy that gave customers the opportunity to take a second look at Pine Lakes, a provide a reason to give Pine Lakes a second chance.

While competing courses advertised the condition of their course, Pine Lakes communicated the fun you'll have playing Pine Lakes. Distinctive Concept developed pseudonyms for pro golfers in the news ("Dale Johnly" for John Daly, "Mick Phillipson" for Phil Mickelson, etc.) and used them as "spokesmen" in print ads for Pine Lake. The message communicated was that Pine Lakes does not take itself too seriously, and was a good place to have fun while playing golf.

Additionally, Distinctive Concept developed a new logo and slogan for Pine Lakes. Even the slogan communicates that strategy: "Recognized As One Of The Top Ten Golf Courses In Oceanway." Actually, Pine Lakes is the ONLY golf course in Oceanway.