--- title: "LGA: A luxury golf brand with its own lane and the same address" description: "Culture Cartel built the identity and communications framework for Luxury Golf Africa, the golf travel division of Africa Travel Week in South Africa." canonical: https://www.culturecartel.ca/work/lga language: en-CA publisher: Culture Cartel --- Africa Travel Week # LGA A luxury golf brand with its own lane and the same address. - **Client:** Luxury Golf Africa (Africa Travel Week) - **Format:** Brand - **Industry:** [Sport Tourism and Events](https://www.culturecartel.ca/industries/events-and-entertainment-marketing) - **Location:** South Africa - **Year:** 2019 ![LGA exhibition stand render with golf course imagery and a golf ball display](https://www.culturecartel.ca/media/w/f79f2c_cbeecfd098d34043-2000.webp) Services - Positioning - Identity design - Brand systems - Verbal identity Practice - [Strategy & Brand](https://www.culturecartel.ca/services#brand) [Start a project like this](https://www.culturecartel.ca/start?service=brand&ref=lga) ## The brief Luxury Golf Africa (LGA) is the premier golf travel division of Africa Travel Week. Culture Cartel developed its brand identity and communications framework, positioning LGA as the authoritative voice in luxury sport tourism: globally elite and distinctly African. ## The insight The hard part was distinction without detachment. LGA had to stand apart as a premium specialist while still reading as part of the wider Africa Travel Week family. Lean too far into exclusivity and it feels closed off. Lean too far into the parent brand and it disappears. The identity had to carry the precision of golf and still sit comfortably in the broader travel conversation. The golf flag built into the logo does that work in a single mark. ## The work ### Strategic integration A brand architecture that complements Africa Travel Week while giving LGA its own luxury lane. The “A Stroke of Luxury” line sets the tone. ### Visual precision A clean, authoritative identity with a golf flag built into the mark, applied from digital assets and web design to on-site event collateral: stands, info desks, pull-up banners, lanyards, golf balls and tote bags. Green and black, with nothing wasted. ### Communications framework One consistent, premium voice that turns complex travel offerings into a clear value proposition for high-net-worth travellers and global operators. ### A system built to scale A design system flexible enough for every audience and format, and simple enough to manage at volume. ## The result LGA gained a distinct premium identity that still sits naturally inside Africa Travel Week. It looks at home on a golf course and on a trade show floor, bridging high-stakes business networking and luxury leisure. Clean, authoritative and built to last. Project highlights ![LGA logo with notes showing the golf flag built into the mark](https://www.culturecartel.ca/media/w/f79f2c_120ee2fd99f24e04-1366.webp) 01 / LGA logo with notes showing the golf flag built into the mark ![LGA A Stroke of Luxury logo drawn in a sketchbook](https://www.culturecartel.ca/media/w/f79f2c_902ced652994475f-1200.webp) 02 / LGA A Stroke of Luxury logo drawn in a sketchbook ![Two golf balls printed with LGA marks](https://www.culturecartel.ca/media/w/f79f2c_b51bbd58d7724231-1200.webp) 03 / Two golf balls printed with LGA marks ![Branded LGA lanyard and delegate name badge](https://www.culturecartel.ca/media/w/f79f2c_c42ba471fe754091-1200.webp) 04 / Branded LGA lanyard and delegate name badge ![Green LGA info desk counter render](https://www.culturecartel.ca/media/w/f79f2c_0ac0ee4416bb446b-1200.webp) 05 / Green LGA info desk counter render ![LGA pull-up banners in a conference room](https://www.culturecartel.ca/media/w/f79f2c_5e88cf0edc844c13-2000.webp) 06 / LGA pull-up banners in a conference room ![White tote bag with the green LGA mark](https://www.culturecartel.ca/media/w/f79f2c_238dbe044a674a06-906.webp) 07 / White tote bag with the green LGA mark ![LGA website design with golf course photography](https://www.culturecartel.ca/media/w/f79f2c_d3f9b9a7ada84b53-652.webp) 08 / LGA website design with golf course photography ![Corner exhibition booth render with LGA golf course graphics](https://www.culturecartel.ca/media/w/f79f2c_1482842a17d14da4-2000.webp) 09 / Corner exhibition booth render with LGA golf course graphics Results described qualitatively. ## Start a project like this. Positioning, identity and senior judgement that make you the obvious choice. Tell us where you are and where you need to be. [Start a Project](https://www.culturecartel.ca/start?service=brand&ref=lga) [Ask about this project](https://www.culturecartel.ca/lens?mode=ask&ref=lga) Related work - [Africa Travel Week](https://www.culturecartel.ca/work/africa-travel-week): The tote bag heard around the industry. · Live / Tourism and Events / Cape Town / 2022 - [Decorex 25](https://www.culturecartel.ca/work/decorex-25): A 25th anniversary turned from milestone into movement. · Live / Events and Design / Johannesburg / 2025 [Next project Athletic Hearts A sport lifestyle brand with an identity built to travel. Keep scrolling](https://www.culturecartel.ca/work/athletic-hearts) --- Culture Cartel, 8 The Esplanade, Toronto, ON M5E 0A6. info@culturecartel.ca, +1 647 459 2154. Start a project: https://www.culturecartel.ca/start