It’s the world’s best mini golf. Par none.
I’ve been on Holey Moley from day one. The name, the tone of voice and the look and feel. It opened in Brisbane in 2016 with one venue and is now in over fifty, across four countries.
I built the brand through my studio, Studio Yeah, and have led every campaign and every touchpoint since. Look and feel, tone of voice, uniforms, menus, merch, social, shoots, TV ads. I also concepted and sketched all 412 holes, then creative-directed their build with outside suppliers.
The biggest test was America. Not everything travelled. The neons were scaled back, and lines like “Sex, drugs, rock and holes” and “Like golf but fun” stayed home. We toned down the puns and moved the nostalgia ten years later: Australia got Jaws and The Goonies, America got SpongeBob and Hannah Montana. The brand underneath stayed the same. Everything on top was rebuilt for American 20-somethings.
It’s also launched in New Zealand and Singapore. I still look after it, in-house as Creative Director at Funlab.
Logo Design · Look & Feel · Tone of Voice · Hole Design · Uniforms · Customer Journey · Merchandise · Menu Design · Copywriting · Collateral · Social Media · Photo Art Direction · Venue Curation · International Launch
Launch Campaign
Holey Moley Masters Poster / Social
Christmas Campaign
Christmas Merch
Holey Moley Christmas campaign
Staff Uniform and Merch 2025
Limited Edition Holey Moley Skateboard & Matchbooks
Illegal Tender and Enamel Pins
2020 Brand Shoot - we shot 20 scenes over 2 days including a Christmas campaign and a general brand campaign.
Mini Golf, Mini People. It just makes sense. I art-directed this, built the models and shot 20 tiny scenes, and brought them to life - one tiny detail at a time.
