Ask

I was brought in at the very beginning, from naming and logo design through to brand system and launch communications. The brief was to build an identity that felt like one of the more stylish names in golf: sitting somewhere between classic golf heritage and a modern, slightly irreverent sensibility or better yet, where the two coexist naturally. 

Solution

To hold that tension between heritage and freshness, I paired the characterful Decoy typeface for the logo with Helvetica for subheadings and body copy, two distinct personalities that work together without competing. A warm green as the primary brand colour, offset by a deep warm blue, grounds the identity in something that reads as both professional and considered.

The same look and feel carries through across the website, posters, and illustrations — though in the more expressive pieces, a subtle street culture energy starts to bleed through, giving the brand a quiet edge that keeps it from feeling too polished.

Outcome

Following a successful 2023 launch, Club72 has grown well beyond its original online store, hosting social events and pop-up shops in London and Paris, using each touchpoint to reinforce the brand identity and carve out its own distinct curatorial voice. By 2026, it has built a strong following among a diverse range of golf fans and brands alike.