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Puttery
Ten markets were running ten different brands.
Puttery had brand guidelines. What they did not have was a system anyone could use. Ennis Aesthetics built one, then became the creative department that runs it.
Retained
Nov 2025 to now
ENGAGEMENTmarkets10
CAMPAIGNS30+
Formats21
Email, Meta, LinkedIn, PMAX, Display, Print, TV, Web
ChannelsTHE SITUATIONThe brand had guidelines. It did not have a system.
Puttery is a national entertainment brand. Upscale indoor mini golf, a scratch kitchen, and craft cocktails, across ten markets.
Every location was producing its own collateral. Fonts nobody had approved. Illustrations borrowed from somewhere else. Colors that were close to the color, but not the color. A guest in Miami and a guest in Pittsburgh were not looking at the same company.
For a brand whose entire value is that you already know what it is before you walk in, that is not a cosmetic issue. It is the product.
The real problemLocations do not go off brand on purpose. They go off brand because they have a deadline on Friday and no usable file.
When the correct asset is hard to find, wrongly sized, or does not exist at all, someone opens Canva and makes something. Nobody is being difficult. They are being resourceful under pressure, which is what you hired them to be.
So the brief was never to write stricter rules. Rules were not the missing piece.
Supply was.
Make the on-brand option the fastest option available, and the problem solves itself.
What We Built
A brand house
One document that settles what the brand is before anyone opens a design file. Positioning, voice, and the language every market works from. Not a mood board. A decision record, so the same question does not get relitigated in ten cities.
A logo system
Not a logo. A system. Over nine iterations that hold at the top of an email, on a table tent, and inside a 300x50 banner.
Most identity work is designed large and then crushed down until it breaks. This one was built from the smallest size out.
thEN WE RAN ITTen months. Thirty campaigns. No drift.
Monthly email, November through July
Three consecutive quarterly promo cycles, Q1 through Q3
A full seasonal calendar: Holly Jolly, NYE, Dry January, Valentine's, Talk Birdie To Me, Putt Me In Bloom, Cinco de Mayo, Mother's Day, Father's Day, July 4th, and the five-year anniversary
Always-on programs: Happy Hour, Brunch, Eat and Play, Half Price Mondays, Kids and Teen packages
Market-specific builds, produced centrally and tiered by market group so Charlotte, DC, Pittsburgh, and Kansas City get the right version without four separate briefs
The point of the volume is not the volume. It is that ten months of continuous output never drifted. That only happens when the system underneath it is real.
THE FORMAT TESTTwenty-one formats. One brand.
A brand system is only real if it survives resizing. A 300x50 banner and a full bleed 1080x1920 story have nothing in common except the brand. If the system holds at both ends of that range, it holds everywhere in between.
WEB DESIGNLanding pages, built for intent
For a business with ten physical locations, location pages are the highest intent surface on the entire site. Someone searching for mini golf in Charlotte at 7pm on a Friday is further down the funnel than anyone who will ever see a display ad.
Those pages were rebuilt around that intent. Structure, copy, and creative optimized together, rather than designed first and written after.
Same principle as everything else here.
Strategy decides, then design executes.
IN THEIR WORDSMallory Ennis of Ennis Aesthetics is the most talented creative director I have worked with in my career, and I have worked with a lot of them.
She has been our creative partner for Puttery and Drive Shack since late 2025, and she is the reason ten Puttery locations finally look and sound like one brand.
She built our brand house and logo system, defined the colors and type in our brand guidelines, and then ran the creative for more than thirty campaigns across email, Meta, LinkedIn, PMAX, display, print, TV and web without one of them drifting off brand. She understands web design better than any designer I have ever worked with. She knows which ads are going to convert before they run. I fly her in to art direct our photo shoots. When something lands outside her swim lane, she picks it up anyway, and it comes back better than I briefed it.
My favorite thing about working with her is that the work comes back ready. Ready to print, ready to go live, ready to hand to the developer. I rarely have feedback, and when I do, she takes it beautifully. She has never delivered anything on time, because she delivers everything early. Every single time. She is also wildly organized, and her project management is as strong as her design, which almost never happens with a creative.
Beyond the work, Mallory is a class act and a phenomenal human. She cares about our brands as much as we do. Some of my most valuable conversations with her are not about a design file at all. They are about social strategy, influencer guides, or whether a line of copy is translating the brand the way we both see it. She has as clear a vision for what will move the needle as anyone on our team.
She is based in Minneapolis, we are in Texas, and it has never mattered once. If you are a large brand or a small business looking for a freelance creative director who will take your brand to the next level, hire Ennis Aesthetics. She deserves every bit of success that comes her way.
Lisa Case, Head of Marketing, Puttery + Drive ShackRunning a brand across multiple locations?
Whether you’re starting from scratch or ready to build something more intentional, transform your business with a cohesive brand identity, a purposeful website, and effective marketing strategies that work together seamlessly.