The Downrange founders had a clear vision for their brand but nothing visual to show for it. They needed everything — logo, brand system, website, packaging — and it all had to feel premium enough for the golf market without being stuffy. They were going direct-to-consumer from day one, so the identity had to work everywhere: Shopify, Instagram, hang tags, you name it.

I started where I always start with branding — figuring out who this brand is talking to and what makes it different. Golf has a very traditional visual language, and Downrange wanted to push against that. We landed on the flag mark because it nods to the sport without taking itself too seriously. From there I built out the full system: colors, type, guidelines, and enough assets to launch across every touchpoint.

• Brand new — no existing equity or recognition
• Had to work across digital and physical (tags, packaging, merch)
• Needed to feel premium but approachable to a younger audience
• Tight budget — every design decision had to be scalable
• E-commerce site needed to be ready at launch

Logo system with primary and secondary marks, full brand guidelines, color and type system, Shopify site design with photo direction, social templates, packaging and hang tag design, and launch campaign materials.

Downrange launched with everything they needed to look like they'd been around — which is the best compliment you can get with a new brand. The system scales with them as they add products, and the brand guidelines keep everything consistent even when I'm not the one designing it.