A portable black and gray speaker with a logo on the front and side ribbed design.
A black and gray golf laser rangefinder with a green toggle switch.
A compact, black and gray device with a minimalistic design and a logo featuring a stylized crown on the side.
A black and gray handheld device with two buttons, one featuring a diamond-shaped icon and the other a circular arrow icon.
Golf course viewed through a radar-style golf rangefinder display showing an actual distance of 129 yards, 121 yards to the flag, and wind gusts at 14 mph.

Smart Laser Rangefinder

Role:
Creative Direction
Visual Design
Motion Design
Industrial Design

Contributors:
Edit: Tim Mollen
Photo: James Gilbert
Designers: Scott Grant/Liam Owen

Insight
The rangefinder market competes on specs. The Smart Laser needed to do something different. Introduce a connected rangefinder that paired precision yardages with real-time AI insights, and convince golfers who had never thought of their rangefinder as smart that they needed one.

Approach
The work had to hold together at every layer, from the object in a golfer's hand to the screen on their phone. Industrial design, packaging, campaign, and motion were all built around one idea: the most accurate number you've ever had. That number was “Plays Like” Distance, a real-time calculation factoring wind, slope, humidity, altitude, and temperature. Not just how far. How it actually plays. Every creative decision was made to help golfers understand why that changes everything.

The Result
3,700+ pre-orders · $850K+ pre-order revenue · 8% site pre-order conversion · Sold out first week of launch

Dark background with text that says 'The most accurate plays like distance' in white and green
Golf course scene viewed through a rangefinder display showing 136 yards actual distance, 147 yards plays like distance, and 153 yards gust distance with tree and grass background.
A black and silver camera with dual lenses, featuring a crown logo illuminated on the side, floating in a dark background with subtle lighting.
Close-up of a man wearing a white cap, with a focused expression, looking at something off-camera.
Close-up of a man wearing a white cap, with a focused expression, looking at something off-camera.
Weather and environmental data display showing slope of 8 feet, wind speed of 21 MPH, humidity at 43%, altitude at 980 feet, and temperature at 64 degrees Fahrenheit.
A high-end compact camera with a sleek black body, illuminated by a green light near the lens, featuring two prominent lenses with colorful reflections, set against a dark background.
A black golf laser rangefinder with dual lenses and a small white logo on its side, positioned on the right side of the image, with the text "Smart Laser" and "Smarter Rangefinder in Golf" on the left.
Golf bag standing on a golf course grass with clubs inside, detailed with labels, against a cloudy sky, with some houses in the distant background.
A man in a white polo shirt and white cap using a golf rangefinder outdoors, with trees and a cloudy sky in the background.