12.20.05
TaylorMade introduces new golf club designed by Priority Designs.

The r7 425 driver was recently introduced by TaylorMade Golf to an anxiously awaiting golf world. The new r7 425 driver is the hotly anticipated follow up to the amazing successful r7quad driver which was designed by Priority Designs in 2004. The original r7 set the golf world on fire with its revolutionary movable weight system becoming the #1 selling driver in the world and vaulting TaylorMade to the #1 position in total market share over it's main rival Callaway.

For the follow up, TaylorMade again returned to Priority Designs. Working with the engineering staff at Taylormade, the club was created by designers, Sean Svendsen, Robert Nunez, Sherry Jones, Chad Haas and Paul Kolada. Priority Designs was mainly responsible for the styling, color and graphics. Said senior designer Sean Svendsen, "The r7 425 is an evolutionary design. The first r7 was such a hit that it became an icon to golf enthusisasts and Taylormade wanted to maintain a family resemblance to the original design. At the same time they also needed the new one to look fresh because the original r7 has spawned a host of look-a-like competitors. To accomplish this, we choose to evolve the original character by adding aggressive design elements. We added sharper lines and surrounded the weights with details that were inspired by jet aircraft exhaust. It's a very powerful look and really gives the club a sense of thrust. It just hit the internet last week and if the initial response from the enthusiasts on the message boards is an indicator, it's going to be a another winner for TaylorMade."

Services for TaylorMade Golf included; 2D concept design, color research and selection and graphic design.