The founders of City Links approached me to develop a brand identity from scratch. The concept was an invite-only membership that blends professional networking with the social atmosphere of a modern golf lounge (golf simulators), complete with a bar and food service.

In kicking off this project together, we pinpointed the unique characteristics and future goals of City Links, which shaped the visual language and art direction of the project; making City Links feel selective, sophisticated, and beneficial to join.

The logo mimics a secret society emblem with modern elements, while quietly being a monogram. Alternate submarks feature a keyhole and key, which were created to expand on the selective, behind-the-doors image while providing the team with exciting details to feature on other brand touch points.

The Classico typography family is a beautiful blend of modern and sophisticated we were after for our header treatments, with our color palette leaning heavily into golf club culture.

I was responsible for the idea, art direction and copywriting for ways to implement the brand and user journey – a welcome letter, menu and bar accessories, club pennant, member ID cards and website design.