What began as a hobby for Dan Hayes — golf enthusiast-turned-founder of Northern Ball Markers — quickly evolved into a fully fledged venture. Initially producing custom, laser engraved golf ball markers (for you non-golfers they are the coin-like objects used to mark a ball once on the green), the business gained a cult-like following and subsequently began diversifying into a range of golf accessories. That’s where Hidden Stories came in.

We worked with Dan to establish a brand story and visual identity for NBM that captured their originality, processes and passion for quality craftsmanship, as well as paying homage to the brand’s northern roots. Our goal was to help equip NBM with a design system that would provide the platform for their expansion into new product ranges. The result is a flexible yet cohesive toolkit of assets that help to elevate the brand across a wide range of applications.