True Swing

From Coach to Company

Creative director, through PortalTrue Swing · 2024

Live, 2024

Building a brand around a coach’s expertise.

Erika Larkin’s teaching was the foundation. True Swing gave that expertise a consistent identity across apparel, accessories, events, and commerce.

As creative director through Portal, I led identity, packaging, and apparel design, with guidelines that helped the brand carry across products and customer experiences.

Role: Creative director, through Portal
Scope: Identity, guidelines; packaging and apparel as spec
Commerce: Shop live, 2024
Result: An events calendar of more than a dozen a year

The identity: serif wordmark with the script line, the badge, the bird on a club, the monogram.

Learn and Shop on one site, findyourswing.com. Live, 2024.

A motel-tag keychain stamped True Swing 18 and a blush yardage book with a hand-drawn hole map. Spec.

The identity combines a serif wordmark, badge, and bird-and-club mark. The spec applications range from a polo to a printed ball and a jar of joint cream. The website brings Learn and Shop together.

The printed ball and the jar of joint cream. Spec.

I was the director at Portal, across the identity and the spec packaging and apparel. The shop went live in 2024, and the events calendar runs to more than a dozen a year.

Social still: here, birdie birdie birdie.

The brand book cover: the logo on contour lines.

In hand

The spec range includes a motel-tag keychain stamped True Swing 18, a blush yardage book, a printed ball, and a jar of joint cream. The jar shows how the coach’s brand could extend into a product.