SEVENTY-ONE GOLF
BRAND, FASHION + APPAREL
( CLIENT )
BRAND STRATEGY, IDENTITY, CREATIVE DIRECTION
( PROJECT )
2024
( YEAR )
@GOLFSEVENTY-ONE
( IG)
We developed the identity and strategy for Seventy-One, a luxury women’s golf brand that merges fashion-forward design with the functionality needed for the modern woman. Drawing inspiration from vintage aesthetics, the brand evokes a sense of nostalgia, with timeless, elegant pieces that blend retro charm with modern versatility. Seventy-One’s identity is rooted in creating apparel that transitions seamlessly from the course to everyday life, with a strategy focused on building an iconic brand that speaks to a confident, stylish audience.
( ABOUT )
The logotype of Seventy-one is completely custom. A hand-drawn script logo gives it that nostalgic and timeless feel, while standing out as original and one-of-a-kind. Seventy-one’s values of craftsmanship, individuality, and attention to detail is represented in a logotype that is elevated yet playfully spirited.
The simplicity of Seventy-one’s logomark is rooted in concept: When a golfer is under par they will usually circle the number on their scorecard. The logomark provides an instantly recognizable motif and it’s clean and minimal aesthetic can be used to represent the brand in tactile, digital, and print applications.
The graphic elements for Seventy-one all maintain a hand-crafted feel with a stamped / engraved texture to convey a vintage quality. The graphic elements can be used within marketing and print ephemera and represent key motifs of the brand.
For Seventy-One, we focused on developing a clear strategy with foundational messaging. Through audience research, we identified a key demographic of style-conscious, active women who value versatility in their wardrobe, seeking pieces that effortlessly transition from the course to everyday life. The brand voice was crafted to resonate with this audience: confident, stylish, and empowering. Our goal is to create an iconic brand story that reflects these values, ensuring Seventy-One’s messaging communicates not just apparel, but an elevated lifestyle.
The type suite is suited to provide a variety of options while still maintaining a look + feel that is cohesive with the nostalgic feel of the brand.
The carefully selected colors for Seventy-one draw inspiration from an old-world aesthetic. These hues echo the nostalgia of worn leather, paper textures, and the velvety richness of film photography. Proper contrast and visibility in color combinations ensure that a brand's message is easily readable and engaging to the audience. High contrast between text and background colors enhances legibility, making information more accessible.
