Objective:

Spink Golf is a concept golf brand that blends style, performance, and comfort for modern players. I designed the brand identity, mobile shopping experience, and social media direction to feel premium yet approachable — for golfers who care as much about aesthetics as they do about their swing.

Challenge:

Many golf brands feel overly traditional or technical, leaving little appeal for younger, design-conscious players.
My goal was to develop a modern and distinctive brand that could stand out — combining high-end visual identity, clean UI, and emotional storytelling, while keeping the overall feel timeless and credible.

Research:

I began by studying the golf apparel market to understand how established brands position themselves in terms of style, audience, and digital presence.
For this, I analyzed FootJoy and G/FORE, two brands that represent opposite ends of the spectrum — FootJoy’s classic, performance-focused identity versus G/FORE’s bold, fashion-driven aesthetic

I conducted a SWOT analysis for each to evaluate how design, tone, and marketing influence perception and user loyalty.
From this research, I found that while traditional brands emphasize performance and heritage, newer brands attract attention through visual innovation, personality, and digital storytelling.

The research and analysis allowed me to understand where Spink Golf could fit within the golf apparel landscape.

Personas:

I created three personas to guide my design decisions and tone of communication:

These personas helped me align the visual identity and app flow with real lifestyle expectations.

Visual Direction:

The visual language was inspired by three design influences:

• Impressionism – for softness and atmosphere.

• International Typography Style – for balance, hierarchy, and clarity.

• Polish Poster Design – for boldness and visual rhythm.

  

This combination allowed the brand to feel artful yet structured, minimal yet expressive, aligning with Spink Golf’s premium lifestyle tone.

Brand Identity:

I designed the logo and color system to communicate elegance and motion.
The logotype uses clean, geometric proportions for scalability across digital and apparel use, while the color palette balances neutral greys with soft earth tones that feel natural and timeless.
Together, these elements create a cohesive visual system that adapts well to print, web, and mobile.

Digital Experiences:

The Spink Golf app was designed as a minimal e-commerce platform that makes browsing and purchasing effortless:

• Home & Catalog: Filter by category, price, or material (cotton, linen, leather, denim).

• Product Pages: Full-width imagery, clear pricing, and responsive size selection.

• Onboarding & Sign-In: Simple UI that welcomes users into the brand.

  

I designed the entire user flow, from browsing to checkout, ensuring every screen aligned visually with the brand’s tone — calm, organized, and modern.

Social Media Direction:

I developed a content strategy to extend Spink Golf’s visual system across social platforms:

• 40% Product: Hero shots of gloves, polos, and bags.

• 40% Lifestyle: Golfers in natural light, on-course settings, and motion.

• 10% Topical: Quotes and brand philosophy posts.

• 10% Engagement: Giveaways, contests, and community highlights.

  

This mix keeps the brand story active and emotional while maintaining visual harmony and tone consistency.

Reflection:

Spink Golf allowed me to combine everything I love — branding, UI/UX, and visual storytelling — into one cohesive project.
I learned how to translate a conceptual identity into a functioning digital ecosystem, and how to balance aesthetic design with usability and emotional appeal.
The process deepened my understanding of how a brand’s personality can guide every decision — from typography and color to interface and motion.