Topgolf
Topgolf
Topgolf
Digital Experience, Creative Direction & Entertainment Brand UX
Quick Facts
Role: Creative Direction / Digital Experience Design
Client: Topgolf
Context: Smith agency work
Domain: Entertainment, hospitality, sports, digital brand experience
Focus: Creative direction, UX direction, digital experience design, brand storytelling, customer-facing web experience
Audience: Guests, event planners, corporate groups, and entertainment/sports customers
Overview
Topgolf was part of my large-brand digital experience work through Smith, where I contributed to customer-facing digital and creative experiences for major clients.
The work sat at the intersection of creative direction, UX direction, brand experience, and digital execution. For a brand like Topgolf, the experience needed to communicate entertainment, hospitality, events, and customer engagement in a way that felt clear, energetic, and easy to act on.
Challenge & Approach
Entertainment and hospitality brands need digital experiences that do more than present information. They need to help users quickly understand the offer, explore locations or experiences, plan visits or events, and build confidence before taking the next step.
The challenge was to support a customer journey that could include casual guests, group events, corporate outings, and brand-driven engagement. The experience needed to balance clarity, energy, usability, and business goals.
My approach focused on connecting brand storytelling with practical user needs: clear content hierarchy, intuitive pathways, strong visual direction, and digital experiences that supported both customer engagement and business outcomes.
This work supports my broader experience leading digital strategy and creative direction for major consumer brands, connecting brand expression, UX, and business goals across customer-facing digital experiences.
Topgolf
Topgolf
Topgolf
Digital Experience, Creative Direction & Entertainment Brand UX
Quick Facts
Role: Creative Direction / Digital Experience Design
Client: Topgolf
Context: Smith agency work
Domain: Entertainment, hospitality, sports, digital brand experience
Focus: Creative direction, UX direction, digital experience design, brand storytelling, customer-facing web experience
Audience: Guests, event planners, corporate groups, and entertainment/sports customers
Overview
Topgolf was part of my large-brand digital experience work through Smith, where I contributed to customer-facing digital and creative experiences for major clients.
The work sat at the intersection of creative direction, UX direction, brand experience, and digital execution. For a brand like Topgolf, the experience needed to communicate entertainment, hospitality, events, and customer engagement in a way that felt clear, energetic, and easy to act on.
Challenge & Approach
Entertainment and hospitality brands need digital experiences that do more than present information. They need to help users quickly understand the offer, explore locations or experiences, plan visits or events, and build confidence before taking the next step.
The challenge was to support a customer journey that could include casual guests, group events, corporate outings, and brand-driven engagement. The experience needed to balance clarity, energy, usability, and business goals.
My approach focused on connecting brand storytelling with practical user needs: clear content hierarchy, intuitive pathways, strong visual direction, and digital experiences that supported both customer engagement and business outcomes.
This work supports my broader experience leading digital strategy and creative direction for major consumer brands, connecting brand expression, UX, and business goals across customer-facing digital experiences.