Five Iron Golf
Brand Guidelines
The Why: Create brand consistency as we continue to grow domestically and globally.
My Role: Art Director - led and executed the project from start to finish.
The Impact: Created one comprehensive document that is shared internally and externally to define who Five Iron Golf is as a brand.
This project quickly became what I call my BHAG—my Big Hairy Audacious Goal (credit to a former co-worker for the term). When I joined Five Iron Golf, there were no formal brand guidelines and no consistent brand identity across marketing materials. With the company growing rapidly through both corporate and franchise locations, this felt like a major gap. I made it my mission to build a comprehensive Brand Guidelines document that could be shared internally and externally, clearly articulating the design standards and intentions that would guide our expanding brand.
Holiday 2025
The holiday season is a critical time for our company to drive year-over-year sales and strengthen brand awareness. To support those goals, having an intuitive and seamless website experience is essential. I lead the update, design, and layout of our Shopify holiday site—an important responsibility, as any friction between a QR code or email click-through and the final purchase directly impacts revenue. From print to in-store signage to the website, I ensure the entire campaign flows cohesively and delivers a seamless user journey. I achieve this through consistent colors, patterns, copy, and imagery. Whether users realize it or not, these visual and verbal cues help them make subconscious connections across our assets, reinforcing the brand and guiding them toward purchase.
The Why: Designed to drive holiday revenue by increasing gift card purchases, promoting lesson packages and swing evaluations. Tier 2 goal was to attract new customers through a more experience-focused gifting approach.
My Role: Design Lead - led the visual concepting and executed campaign assets across email, social media, in-venue channels, and owned the Shopify website where purchases occured, ensuring consistency across all customer touchpoints.
The Impact: Cohesive, multi-channel campaign that drove increased gift card sales and exceeded membership revenue targets, promoted instructional offerings, and helped bring new customers into the space during a key revenue period. Helped surpassed budget on simulator rentals, memberships, lessons and events sales.
Logo Design & Branding
The Why: Designed to capture what makes our league unique — its large-scale, city-based presence — differentiating it from traditional suburban golf experiences and creating a more modern, urban identity.
My Role: Designer — led concept development, explored typography and visual direction to reflect the league's scale, energy, and city-driven environment, and executed the final logo for multi-platform use.
The Impact: Delivered a distinctive and scalable logo. Created an identity for the league pillar of Five Iron Golf.
I was tasked with re-creating the logo, establishing the brand identity, and designing all digital, print, and in-store signage. Our league stands apart as the only urban golf league, and 2024 marked its inaugural global season, with players competing worldwide. I used that distinguishing factor as the foundation for the new logo, incorporating a stylized, universal skyline to represent the “urban” element across all markets. The bold color palette, with its strong brightness and contrast, inspired a color-blocking approach that became the visual backbone of the campaign and all creative assets.
Restaurant Menus
All of our menus follow a consistent design style that reinforces our overall brand look and feel. My favorite, the Modern Clubhouse Classics menu, was inspired by the aesthetic of a golf yardage booklet. I envisioned it with a leather cover and durable, waterproof paper to echo that classic, functional design. Since these cocktails are only available at select locations, it was important that the materials reflected the exclusivity and elevated nature of the offering.
