True Spec Golf

Branding / Campaign / Creative Direction

Gearing up for a rapid growth phase, True Spec Golf was in need of an identity that would help them standout in the market. Realizing they could no longer get by with generic content and second rate design, they got serious with strategy and creative. As CD, I helped the leadership team envision and ultimately execute on the grand possibilities for the brand. While we couldn’t develop an entirely new logo, we worked within those restraints to reposition the identity in a modern way, helping TSG gain more recognition in the golf space.

Original and updated True Spec Golf logo

One of the first orders of business was to clean up the logo. The original logo consisted of a muddy grey fill within the letter T making it difficult to use in a variety of ways. Upon removing the fill, the logo better matched the feeling of the brand, clean, modern, and premium.

Final True Spec Golf logo lockups

Upon updating the remaining origal lockups, we added an additional one that altered the ratio of the T mark to the logotype. We designed this lockup to be exclusively used for on-camera apparel, the mark is slightly larger making it more visible in video and photo content.

Brand typography and color pallette
Various printed collateral design
Brand business card design
Presentation slide designs
Print ad in GOLF Magazine
Brand pattern printed towels

During my tenure, we upgraded and expanded the collection of both hard and soft goods. From t-shirts and hats to golf bags and towels, we worked with a variety of vendors and materials to match the aestetic of the brand.

Various branded apparel designs
Website Design