Role: Creative Director & Brand Strategist

The Challenge: Modernize a heritage golf brand to appeal to a younger, lifestyle-focused demographic without alienating existing members. The club needed a versatile identity system that worked as well on a digital scorecard as it did on premium pro-shop merchandise.

The Solution: Directed the creation of a complete visual identity system, including logo variations, color palette, and a typography hierarchy. Developed a specific "merchandise-first" strategy, ensuring every visual asset was retail-ready, driving increased brand equity and pro-shop revenue.