Classic Swing Golf Lounge

Classic Swing Golf Lounge is an indoor golf simulator facility designed to offer a refined, traditional golf practice space. This project focused on giving an idea a visual identity based on the client’s vision. Rather than leaning into a sporty or casual atmosphere, she wanted the brand to feel elevated, intimate, and tailored toward professionals seeking a focused environment to practice and refine their skills.

The challenge was to create a brand identity that reflected the sophistication of the space while clearly communicating its connection to golf. Research into competitors helped define what Classic Swing should and should not be. While other golf simulators leaned heavily into social or entertainment-driven experiences, this brand required a quieter confidence.

For the primary and secondary logos, I drew inspiration from TV shows like Mad Men and The Crown, which embody a sense of timeless, understated sophistication. The client was set on incorporating green and brass into the color palette, so I carefully adjusted the tones to align with the brand’s refined atmosphere and introduced a complementary third color to complete the palette. The typography is rooted in classic serif forms with calligraphic touches, referencing the movement of a golf club swing.

Overall, this project highlights how a thoughtfully crafted brand identity can set expectations before a customer ever experiences the space. Through design alone, it establishes the tone and the level of quality, shaping the experience long before the first interaction takes place.

‍