SOUTHERN SWING

SCOPE: brand identity, logo add ons

BRAND DESCRIPTORS: hospitable, modern, recognizable, sociable, welcoming

SOUTHERN HOSPITALITY MEETS MODERN CHARM

Unlike my standard client, the practitioner, my clients came to me as entrepreneurs opening up an indoor golf club. Set in Knoxville, TN (with plans to expand), they wanted a place that combined the cutting-edge golf tech of a simulator with warm, southern hospitality. Instead of a sterile, warehouse with a simulator inside of it, they envisioned a clubhouse. A space where you felt welcomed alongside a community of golf enthusiasts.

Color swatches with names and hex codes, including Cream, Orange, Walnut, Forest, Navy, and Black, displayed on a wooden surface.
Cream-colored baseball cap with a brown brim and a mock up of a coonskin hat with SS logo on the front
Green sweatshirt with cream emblem of southern swing graphic of daniel boone golfing
mock up of southern swing SS icon embroidered onto leather and cream golf bag

The design for Southern Swing was a lot of contradictions. It needed to be classic and timeless for your older, avid golfer. But it also needed to be modern and fun for the guys coming to get a round in with their friends after work. It centered around the creation of an icon or two that felt honest to Knoxville. After learning a bit about the town, we created the Daniel Boone and Coonskin graphics that combines the heart of Knoxville with the playful, fun icons you tend to see on golf club gear.

THE DESIGN PROCESS

Southern Swing Indoor Golf Club primary logo on top of green striped pattern
mock up of southern swing logo on top of green panel of indoor golf club entry selling golf merch
Vintage-style drawing of a man in cowboy attire holding a golf club over his shoulder, with the text "Southern Swing" below.
southern swing SS icon
photo of wood, aerial golf course, golf pin, and golf ball
marketing material for southern swing indoor golf simulator on top of aerial view of golf course