Golf Hurts
Creative director for True Swing, 2024
Strategy:
Erika Larkin’s name sells the lesson. The bet was a secondary brand rather than just her name, one that runs events and stocks a shop without her on the tee.
Design:
A serif wordmark, a badge and a bird-and-club mark, run from a polo down to a printed ball and a jar of joint cream. The site puts Learn and Shop together.
Leadership:
I was the director at Portal, across identity, packaging and apparel. The shop went live in 2024. It has grown from one or two clients to over a dozen events.
Product in Hand
The jar is the tell.
A motel-tag keychain stamped True Swing 18, a blush yardage book, a ball printed with the badge, and a jar of joint cream. Everything else is a souvenir.
Product in Life
Lesson and ball, one place.
You book the lesson and buy the ball on the same site, findyourswing.com. The polo you wear to the range says what the lesson did: ‘Unlock your game’.
Identity
Bird and club.
A serif wordmark with the script line under it, a circular badge, a tee-and-ball monogram and a bird perched on a club, on blush. Green does the rest.
Product in Culture
Hours, or a name.
Golf instruction is sold by the hour, one coach to one student. Every coach with a following hits the calendar. The ones who get past it sell something you can wear.
From one or two clients. The shop went live in 2024.
Head of Brand & Product at Portal
Identity, packaging, apparel
True Swing, Erika Larkin
Live, 2024