Modernizing Storied Golf Clubs to Celebrate History, Members & Championships

Mark Schmitz, Certified Experience Economy Expert, Founder, and Creative Director of the Experiential Design Firm ZEBRADOG

ZEBRADOG has a passion for golf and we collaborate with storied clubs across the country such as Baltusrol Golf ClubPhiladelphia Cricket Club, and Hazeltine National Golf Club. There are several ways our team uses experiential design, placemaking, and interactive media to modernize historic golf clubs across the country to celebrate their stories, course architecture, membership community, and championships.

  • We bring historic archives to life through signature storytelling techniques
  • Develop one-of-a-kind digital course tours and championship leaderboards
  • Design unique experiences for members to share their stories (and victories!)
  • Improve facility placemaking through visual brand programming and wayfinding

Here are a few highlights of golf projects that span one of championship golf’s oldest clubs to a newly reimagined local community golf park.

Baltusrol Golf Club

“Once [ZEBRADOG] started working with us and showing us what we could be we couldn’t wait for the final product,” said Baltusrol General Manager Kevin Vitale. “And the final product was just spectacular.”

There is no shortage of stories to be told at Baltusrol Golf Club and it was critical that the delivery be timeless and on brand. ZEBRADOG honors the rich heritage of this leader in American Championship Golf with the creation of a new Scoring Room and immersive Interactive Media installation featuring the club’s founders, past champions, and in-depth exploration of each hole. The new content management system also makes it easy to celebrate club milestones in real time to set the stage for an exciting day and enhanced Baltusrol experience.

The club is proud of its history and made a major investment in telling its story in a tasteful and informative fashion resulting in being awarded the #1 Top Ranked Locker Rooms 2021 by Club + Resort Business.

Here are a few excerpts from a recent golf course review of Baltusrol Golf Club from Breaking Eighty.

Learn more about our work with Baltursol Golf Club.


Hazeltine National Golf Club

ZEBRADOG was retained by the Board of Directors at Hazeltine National Golf Club in Chanhassen, Minnesota to complete a club-wide member/guest experience and storytelling audit. We reviewed and assessed the entirety of the HNGC experience from the entrance signage, campus wayfinding, pro shops, learning centers, locker rooms, dining rooms, social media, golf course, and back-of-house employee spaces. Each space was carefully accessed as a critical touchpoint for a comprehensive HNCG Experience.  A full suite of professional recommendations was submitted on how HNCG could better show, share, and tell its extraordinary championship history to its members and guests. A comprehensive report featuring schematic design ideations and a full-phased production and budget schedule has been provided to date.

The Glen Golf Park

The Glen Golf Park has become a national news story acknowledging Madison’s unique park system with a new twist. The Glen is the dream of internationally famed golf course developer Michael Keiser who personally invested in the re-imagination of this 1929 first-built nine-hole gem located in the center of Madison, Wisconsin.

The ZEBRADOG team was inspired by the natural beauty of the ancient landforms resulting in a graceful sloping curve (the glen), indigenous pine trees, and an earthy color palette. The new identity lends a cohesive look to course signage, golf accessories, apparel, and three refreshing branded beer labels.

Philadelphia Cricket Club

Founded in 1854, The Philadelphia Cricket Club is one of the oldest clubs in the country devoted to the playing of games and the only club in the United States with a different golf course constructed in each of the last three centuries. ZEBRADOG experience designers and media developers created a fully interactive way to explore the Past, Present, and Future of the Club to enhance Member and Guest experiences. Today its spectacular 160-year history is now a part of its bright Future.

Learn more about our work with The Philadelphia Cricket Club.

Nakoma Golf Club

Nakoma Golf Club was founded in Madison, Wisconsin in 1922. Its rich traditions involved using imagery of people indigenous to these lands for over 1,000 years. ZEBRADOG advanced the club’s visual identity system, keeping its name Nakoma which translates as “I do as I promise.” A sophisticated signing and line extension system ensures a deep “sense of place” for members and guests to gather.

For more information about how we can help transform your golf club experience contact us.


Mark Schmitz is a Certified Experience Economy Expert, Founder, and Creative Director of ZEBRADOG, an Experiential Design Firm in Madison, Wisconsin. For 30 years, ZEBRADOG has honed its reputation for creating strategic brand experiences in the built environment through signature visual communications and integrated digital media.

Brand Identity

Brush Your Image - Brush Your Teeth

Memorable brand experiences start with a strategically-designed visual identity system because first impressions and lasting relationships matter. For 30 years the Experiential Design Firm ZEBRADOG has been creating visual brand systems for companies and facilities nationwide.


1249 Williamson Street
Madison, WI 53703 USA
+1 608-257-8400