CLUBHOUSE
Clubhouse is a premium, semi-private indoor golf club opening in Hudson Square, Manhattan. Conceived as a design-forward alternative to traditional simulator spaces, the brand merges best-in-class performance technology with a refined visual identity that draws from the heritage of the game while introducing a distinctly urban sensibility.
The indoor golf market in NYC is crowded. For most of these businesses, the experience ends at the screen — leaving environments (and brand identities) that feel technically immersive but emotionally neutral. What's rarely considered is how the space (and the brand surrounding it) makes you feel beyond the swing.
This presented an opportunity to reframe the category. I redirected the competitive focus from equipment to experience — establishing identity, feeling, and personality as the primary value drivers and building a brand defined by presence as much as performance.
From Positioning to Presence
Rather than treat identity as surface, I built a brand system with depth. Visual language, materiality, and digital structure operate as one — translating strategy into a tactile, immersive presence that holds dimension across both space and screen.
Client
Clubhouse Ventures, LLC.
Scope
Strategy + Positioning
Visual Identity System
Art + Creative Direction
Web Design + Development
Digital + Content Direction
Ongoing Brand Stewardship
CLUBHOUSE
Clubhouse is a premium, semi-private indoor golf club opening in Hudson Square, Manhattan. Conceived as a design-forward alternative to traditional simulator spaces, the brand merges best-in-class performance technology with a refined visual identity that draws from the heritage of the game while introducing a distinctly urban sensibility.
The Opportunity
The indoor golf market in NYC is crowded. For most of these businesses, the experience ends at the screen — leaving environments (and brand identities) that feel technically immersive but emotionally neutral. What's rarely considered is how the space (and the brand surrounding it) makes you feel beyond the swing.
This presented an opportunity to reframe the category. I redirected the competitive focus from equipment to experience — establishing identity, feeling, and personality as the primary value drivers and building a brand defined by presence as much as performance.
Designing the System: Positioning to Presence
Rather than treat identity as surface, I built a brand system with depth. Visual language, materiality, and digital structure operate as one — translating strategy into a tactile, immersive presence that holds dimension across both space and screen.
Project Details
Client
Clubhouse Ventures, LLC.
Scope
Strategy + Positioning
Visual Identity System
Art + Creative Direction
Web Design + Development
Digital + Content Direction
Ongoing Brand Stewardship
The color palette maintains golf's familiar chromatic language, but shifts it toward depth and permanence.
The color palette maintains golf's familiar chromatic language, but shifts it toward depth and permanence.
Built to be felt as much as seen, texture and dimensionality were embedded into the system from the outset — ensuring the brand carries presence across every application.
