Problem

Launching a new concept came with a unique challenge: how do you introduce a category that doesn’t yet exist locally and make it feel immediately credible, exciting, and worth the visit? Without an established playbook, Paddle + Par risked being seen as “just another athletic facility” instead of the lifestyle destination it aspired to be.

Solution

Backtalk helped build the brand, refined the identity, and created the marketing systems to launch and sustain Paddle + Par with impact. The result: awareness that spread quickly, steady bookings, and a reputation as one of Metro Detroit’s most recognizable lifestyle destinations.

Brand Development

Our work began by strengthening Paddle + Par’s brand foundation, expanding their existing identity into a cohesive toolkit that could live across digital and physical touch points. We refined the logo, color palette, and typography to feel modern, athletic, and community-forward, while shaping a brand voice that was sleek, playful, and nostalgic. Through branded series, digital storytelling formats, and a strong tagline system, we built consistency and equity from day one.

Brand Photoshoot

In collaboration with Oliver Owen (olliesjournal.com), we produced the official brand launch shoot. The shoot captured Paddle + Par’s full experience — from gameplay to cocktail service — and established the visual library for web and social content.

Web

In collaboration with Anchor DBC (anchordbc.com), we shaped Paddle + Par’s digital home on WordPress. Our role included content strategy, copywriting, and design refinements to align with the brand identity, while Anchor handled WordPress development. The result is a polished, functional platform that brings Paddle + Par’s story to life and gives their community a clear, engaging way to connect with the brand.

Social Media Management + Content Creation

Developed brand voice and visual identity for social channels, collaborating with Good Move (realgoodmove.com) for video and photo content production. Our ongoing role includes strategy, content planning, design, copywriting, and full account management.

Influencer Marketing + Events

Supported partnership activations, influencer collaborations, and event branding — from ideation through execution. This has included event strategy, branded promotions, and meeting facilitation with key partners.

Email Marketing

We designed and managed branded email campaigns that highlight events, food + beverage offerings, and membership.

Meta Advertising

Built and optimized paid social campaigns to drive awareness and membership sign ups. Campaigns focus on positioning Paddle + Par as both a sports facility and social destination.

We build and optimize paid Meta campaigns to continue driving awareness and membership sign ups. Campaigns focus on positioning Paddle + Par as both a sports facility and social destination.

Project Notes

This project taught us what it takes to launch a brand-new category. Unlike traditional hospitality or fitness marketing, we had to establish not only Paddle + Par’s identity but also the very idea of a “modern social club” in Metro Detroit. That meant translating an unfamiliar concept into something instantly recognizable, desirable, and credible for multiple audiences at once.

We learned how to build momentum from the ground up — using brand, content, and activations to create demand for a lifestyle that people didn’t yet know they wanted. It reinforced the importance of pairing strong foundational identity with nimble, ongoing storytelling that evolves alongside the community’s adoption of the brand.

www.paddleandpar.com