Branding Design

The Third Uncle

A family-owned golf club in Detroit, Michigan, the United States. The strategy and visual communication concept idea relies in a personal story of founders — playing golf has been a family hobby inherited from the grand grandfather back in 60s.

The strategy and visual identity goal was to build brand awareness through immersing audience in a personal story. In order to achieve that, the emphasis was put on transmitting authenticity both strategically and visually. Thus brand elements centred around the family hobby initiator. The club's name veiledly refers to grandfather, free-hand letterings reproduce his tone of voice, while the combination of serif and sans serif types represents the value of family roots.

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