Case study: MGC100

Centenary celebration

History
Mitcham Golf Club’s origins date back to the 1850s when permission was obtained to build a golf course on Mitcham Common. This led to the formation of Prince’s Golf Club by Sir Harry Mallaby-Deeley which served more as an exclusive club for the aristocracy, parliamentarians, city gentlemen ~ much to the resentment of locals residents who were allowed very little access to the course.

In 1907 local residents formed Mitcham Village Golf Club ~ which eventually brought about a successful lawsuit granting the public full access and a right to play golf on Common land. In 1924 Mallaby-Deeley gifted the course to the Board of Conservators, and Mitcham Golf Club was formally established, with three trustees nominated to manage the course and care for the golfers’ part of the Common ~ an arrangement which continues to this today.

Challenges
→ Refresh the detailing of the club’s crest
→ Design a centenary emblem which encases the clubs crest
→ Write, design and produce a high-spec celebration book
→ Update the club house exterior
→ Update the tee box signage
→ Design a merchandising range in partnership with PING

Centenary emblem

Centenary book

Signage

Accessories & merchandising

Credits
Client: Mitcham Golf Club
Project team: Lorraine Craig (Ladies Captain), Peter McCabe, Peter Miles, Jon Parke, John Seymour (President), Brendan Williams (Men’s Captain) & MGC100 Committee
Collaborators: Jane Drysdale, Jon Parke (Copywriting, Photography), PING, Scan-Tech
My role: Consultant, Creative director, Designer, Illustrator, Photographer, Typographer

Peter McCabe
Design & creative direction