details
project scope:
logo, visual identity, branding, website UI,
copywriting, email marketing
project role:
sole designer
City Links began as a branding project for an invite-only membership club that blended professional networking with the social atmosphere of a modern golf lounge. Designed for business professionals, the concept offered members access to a private space where relationships could be built through networking events, golf simulation, elevated hospitality, and shared experiences.
The client envisioned launching a flagship location in Kentucky with long-term plans to expand into additional markets through an exclusive membership model. The brand needed to feel sophisticated and aspirational while maintaining a sense of mystery, drawing inspiration from private clubs and modern secret societies.
process
After the identity system was approved, the business ultimately paused the venture due to financial and operational considerations. Rather than allowing the work to end there, I used the approved brand foundation as an opportunity to explore how the concept could evolve into a fully realized experience, relying on the themes of exclusivity, connection and membership.
The project grew to include a comprehensive visual identity system, membership materials, onboarding communications, website and app concepts designed to support a scalable, multi-location brand.
