Brand Strategy | Identity | Design
The Challenge
Create a contemporary golf and athleisure brand for 20 to 40-year-olds that could encourage more open conversations around mental health, without looking like a traditional golf brand or a mental health campaign.
The Approach
I shortened Mind Over Mulligans to MoM, deliberately using its second meaning: someone you turn to when you need support. The wordmark uses soft, rounded forms to create a more human, approachable visual language, while the final M represents two people coming together, building connection and support into the identity itself.
I then created a simplified brand stamp, giving the identity the flexibility to work across clothing, labels, merchandise, social and future brand applications.
The Outcome
A distinctive, wearable identity that brings together golf, lifestyle and positive social purpose, with a flexible visual system designed to grow beyond the initial athleisure range.
A brand built on a simple idea: Problems are easier to face together.
