Published by
devwork
Published on
15 April 2025
In 2024, Sarah took a trip to Australia looking for fresh business opportunities (and maybe some sunshine). That’s where she met Danny Potter from Centaur Asia Pacific – a company doing big things in the landscape industry down under. Danny had something special: a game-changing product he was itching to introduce to the US golf course design scene.
And just like that, the wheels started turning…
Crossing Oceans, Sharing Ideas
By November, we were all on our first intercontinental Teams call – Australia, the UK, and the US all on one screen (with some serious time zone juggling). The goal? To launch LOKSAND at the Golf Course Superintendents Association of America conference and exhibition in San Diego in February 2025.
There was already a brand, some social media, and a basic website. But the LOKSAND team wanted to go bigger. Bolder. Smarter. They were ready for a full rebrand that matched the innovation behind their product.
So What Is LOKSAND, Anyway?
In short: it’s clever stuff.
LOKSAND is a crimped fibre that, when mixed with sand or soil, creates a stable surface perfect for shaping landscapes or golf courses. The magic? The crimp. It helps the fibres lock into the soil while still allowing air flow – keeping roots happy, improving drainage, and giving designers freedom to create.
First Up: The Logo
We kicked things off with a striking new logo. A dynamic “wave” runs through the LOKSAND name, echoing the fibre itself. And the colour? Bold purple. A purposeful move away from the classic green that dominates the industry.
After a brainstorm between our teams, we landed on a strapline we all agreed summed up the process – and the long-term vision – perfectly in just three words: Imagine. Build. Beyond.
Bringing the Brand to Life
With the brand direction nailed down, we rolled it out across everything – digital and print materials, exhibition graphics, and even t-shirts for the big event (because you’ve got to look the part!).
Going Digital
We dived headfirst into the world of golf and landscaping to really understand the space. Keyword analysis? Check. Competitor research? Yep. Industry insights? And some!
That fed into the structure for a brand-new website – built around Imagine. Build. Beyond.
We handled the copywriting, SEO, metadata, and everything in between, helping the LOKSAND team navigate what was (for them) a totally new process. Bonus challenge? Swapping out our British spellings – no “u’s” in “colour”, thank you very much!
The Exhibition Experience
Weekly Monday morning catch-ups (10am for us – sorry, 4am US and 5pm Oz!) kept us all on track.
While the website took shape, our design team (go Kirsty!) worked on the graphics for the exhibition stand. The brief? Stand out in a huge exhibition hall packed with competitors. The solution? Clean, simple design that let the logo and colours shine. Plus, real sandboxes on the stand so people could experience LOKSAND for themselves.
We also created a snappy leaflet, again copy and design, to match the website and branding, and got the social media channels ready for take-off. LinkedIn, Instagram, Facebook, X – we set them up, built a launch plan, and started teasing the new look, new website, and the team’s US debut.
Lift Off!
The final two weeks were full throttle – but we got there!
LOKSAND launched in style, both online and in person. The team hit the GCSAA event full of confidence, proud of the sleek, modern brand behind them. Their verdict?
“All those crazy-timed Teams calls were totally worth it!”
Praise indeed.
Need a Brand Makeover?
Whether you’ve got a clever product or a tired brand in need of a glow-up, Golden Frog can help. From logos and websites to content and strategy – we’ve got the team (and the tea) to get it done.
