Creative agency Fifth House has delivered a full rebrand forjunior golf charity Wee Wonders junior golf championship series Wee Wonders, the youth development series of championships founded by PGA Professional Alasdair Good, long-time professional at Gullane Golf Club, and supported by Callaway, the world’s leading golf manufacturer.
Established more than 30 years ago, Wee Wonders provides a structured series of junior golf championships for children aged 5 to 12 that introduce young players to the game while developing confidence, honesty and life skills through coaching and competition. The championships encourage children outdoors and promote wider learning, including numeracy, etiquette and sportsmanship alongside physical activity.
The Wee Wonders Grand Final is held at Gullane Golf Club, reinforcing the championships’ strong connection to Scottish golf and links golf tradition.
With a remarkable legacy within the game and animpressive list of alumni, Wee Wonders has long been regarded as one of golf’s quiet success stories. Fifth House was appointed to amplify that story through a refreshed identity, helping the championships communicate its impact more visibly and confidently to families, communities and partners. As the studio described it, the brief was clear: to bring to the surface what many see as one of golf’s best kept secrets.
The project also involved brand strategy input from Jonathan Sands, former Chairman of global design agency Elmwood and now anindependent consultant, working alongside the Fifth House team during the development of the positioning and identity.
The agency developed a new visual identity designedto reflect both the heritage and future ambitions of the organisation while making it more accessible to families unfamiliar with golf. Central to the new brand is a fox character, introduced as a playful and recognisable figure for young players. The fox was designed to reflect Alasdair Good’s early years as a young professional at Foxhills Golf Club, while also reflecting the idea of clever decision-making and thoughtful course management around the links.
A crest-style shield version of the identity has also been created for clothing and merchandise, helping children feel part of a team or club and giving the programme a visible presence at competitions and coaching sessions.
Jonny Kermode, Director of Fifth House, said:
“Wee Wonders has an incredible legacy within the game and has shaped the journeys of so many young players. Our role was to ensure that impact is communicated loud and proud, helping parents quickly understand the value of participation, not just in terms of sport, but confidence, behaviour and personal development. We also enjoy supporting charities and community organisations where we can, particularly ones that make a genuine difference to young people.”
Brodie Good, Head ofSponsorship at Wee Wonders Brodie Good, Tournament Director at Wee Wonders, added:
“Wee Wonders has an incredible legacy within the game and has shaped the journeys of so many young players. Fifth House really understood what Wee Wonders is all about from the outset. They’ve taken everything that makes the championships special and translated it into a brand that feels clear, confident and engaging. The new identity gives us a much stronger platform to communicate with families, partners and sponsors, and we’re excited about what it enables us to do next.”
Alasdair Good, Head PGA Golf Professional and founder of Wee Wonders, said:
“Working with Fifth House has been a fantastic experience. They’ve taken the time to understand the values behind Wee Wonders and have brought that to life in a way that feels true to what we’ve built over the past 30 years. The new brand captures the spirit of the championships perfectly and sets us upwell for the future.”
The championships have produced numerous elite players, including Major Champion Matt Fitzpatrick, Ryder Cup golfers Tommy Fleetwood, Tyrrell Hatton and Robert MacIntyre, as well as leading professionals such as Aaron Rai, Charlie Hull, Leona Maguire and Marco Penge, and many other leading amateur and professional players.
The new identity launches for the 2026 season and will appear across events, coaching programmes and junior competitions throughout the UK, helping the championships communicate more clearly with families, supporters and partners.
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