Sports & Recreation

The City Golf Club came to us with a clear sense of who they are and who they want to attract, which made the creative challenge equally clear. Indoor golf is a booming industry and TCGC are positioning themselves ahead of the curve as London's first true urban golf club, combining premium simulator technology with a genuine community and competitive membership model. Their audience is 25 to 45, AB income bracket, based in South East London, and they are people who choose brands deliberately. They wear Malbon, Aime Leon Dore and Manors. They pick boutique over mass market. The brief was to build something that belonged in their world, a brand that felt contemporary and design-led while still honouring the traditions, community and competitive spirit that make golf worth caring about. That tension between heritage and urban culture was where the whole project started.

Before any visual work began, we spent time understanding what the TCGC founders actually wanted and, just as importantly, what they did not. Golf branding has a long history of safe, predictable choices, balls, clubs, flags, bright greens, and those references have stopped meaning anything. The brands this audience follows have built their identity by sidestepping all of that, and TCGC needed to do the same. The founders specifically referenced Malbon's Buckets character as an inspiration, not to replicate it, but to understand what a mascot-style asset does for a brand. It creates something people want to engage with and puts personality into every touchpoint. That thinking shaped the whole direction.

We developed a bold, modern identity built around a distinctive birdie-inspired mascot that references performance and achievement without leaning on predictable golf visuals. The character gives the brand real flexibility across merchandise, digital and physical applications while keeping the identity fresh and ownable. Alongside the mascot, we built a confident typographic system combining a softer serif for the primary wordmark with a clean geometric sans for supporting use, premium without being cold. The colour palette weaves green through as a controlled accent sitting within deeper, more refined tones, nodding to the game without being defined by it. The result is a brand that reflects the club's ambition and gives The City Golf Club a strong, recognisable presence from day one.