SOUTHERN SWING

SCOPE: brand identity, full brand guidelines

BRAND DESCRIPTORS: hospitable, modern, sociable

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 patch of a furry creature's face with glasses and the initials 'SS' on the front.
Green t-shirt with a graphic of a person carrying a baseball bat, hanging on a wooden hanger inside a closet.
Design with beige letters 'S S' on a dark brown background, with 'SOUTHERN SWING' text repeated in the background.

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

Aerial view of a golf course with trees, a sand trap, and a green, overlaid with a circular logo that reads 'Southern Swing Golf Club' and features an intertwined 'S S' in the center.
Vintage-style drawing of a man in cowboy attire holding a golf club over his shoulder, with the text "Southern Swing" below.
Golf course view through a narrow opening with trees, showing a golf flag on the green and the text 'SOUTHERN SWING' at the bottom.
A golf ball on a tee on a grassy golf course, with a blurred background.
Green promotional graphic for Southern Swing Indoor Golf Club featuring golf club illustrations in the background and the text "Southern Swing Indoor Golf Club" in bold black and white letters.
Collection of images related to golf, including logs, a golf course with flag, sand traps, trees, a person playing golf, a golf ball on grass, and stacked logs.