Dunning - Photography
In the fall of 2015, the Dunning brand had lost a significant part of its core customer base in pro shops across the world. Ralph Dunning was asked to take the brand back under his direction to return Dunning to the core of its DNA as an authentic performance driven golf company.
Ralph used his guiding principles of Brand Unification™ to re-establish the brand first through photography. The imagery being used under the Greg Norman parent company (who now owned a significant portion of the Dunning brand) incorporated imagery that was model driven and not authentic and player specific.
Ralph commissioned British surf photographer Karl Mackie to bring his feel for grainy, raw and moody images to the sport of golf. This ground breaking approach was launched in January of 2016 at the PGA Show in Orlando through the Dunning trade show booth and brand books. Ralph provided direction for each and every image along with final crops and edits to provide storytelling through photography. Today, Dunning photography is the most respected in the industry.
Over the next 4 years, the Dunning brand regained its authenticity and credibility amongst the industry. This resulted in significant growth in sales to both direct to consumer and pro shop channels.