Golden Oaks
About the Project
Golden Oaks is a new kind of country club offering recreation, relaxing fun, and premium facilities to a new generation of successful youth. More than just its wide collection of amenities, Golden Oaks grants members access to an elite social circle of today’s most powerful and influential faces. Boasting world-class amenities enjoyed by the upper echelons of society, Golden Oaks embodies the essence of “off-duty luxury.”
Project Goals
Golden Oaks is a refreshing take on a country club, targeting a new market of well-to-do millennials and Gen Z consumers. With this in mind, the goal was to break away from the aesthetic of “old money” typically associated with country clubs. Instead, we wanted Golden Oaks to embody the aesthetic of “modern” luxury, with subtle pops of color and fun photography.
The primary logo uses an elegant, embellished serif typeface to capture the essence of luxury. The elongated curves (particularly in the “G”) were made to resemble the winding trails seen along golf courses. Additionally, a minimal sans-serif typeface was used for the subtitle to add a modern feel. This brings the branding into the 21st century and visually differentiates Golden Oaks from competitors in the industry.
Golden Oaks is a fun take on modern luxury, so we played with this concept to create a modernized brand crest. We centered the crest around an illustration of a trendy young woman playing tennis to add a touch of playfulness. Then, we overlaid the illustration on the “G” from the primary logo. While it subtly fades into the background, you can see her standing on the tail of the “G” (reminiscent of the winding trails and paths found throughout the club).
For the brand’s social media, we paired the branding with fun & colorful photography to match the brand’s youthful energy. Additionally, a bold typeface was used alongside quirky messaging to attract attention and convey the brand’s energetic personality.
The website takes on a sophisticated look with a semi-monochrome color scheme and elegant headings to match the brand’s logo.
Bold headings and vivid images were used to draw visitors’ attention. The website uses a consistent visual identity to make navigation easy, and sections are clearly labeled and defined.
When laying out the page, careful attention was given to all of the important information a visitor may need to find quickly, such as location and contact info, membership details, and detailed information about facilities, events, and amenities.
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