Pine Valley Golf Club Brand Identity

Project Type:

• Class Project

Programs Used:

• Adobe InDesign, Adobe illustrator, Adobe Photoshop, Procreate

Project: Pine Valley Golf Course Brand Identity
For this project, I developed a new brand identity for Pine Valley, a historic golf course established in 1913. The centerpiece of the branding is a dynamic logo featuring a leaping jackrabbit crowned with a golf tee and club, symbolizing agility, legacy, and play. The custom typography—fluid, grounded, and slightly nostalgic—mirrors the course’s balance of tradition and elegance. The identity pays homage to the past while teeing up a sense of energy and timeless sport.

Methodology:
My process began with deep research into Pine Valley’s century-long history, the culture of golf, and regional wildlife symbolism. I completed over 200 logo sketches, exploring countless directions before arriving at a concept that felt both rooted and distinctive. The final illustration merges the course’s rich heritage with a playful edge, reinforced by a refined color palette and thoughtfully layered type. Every detail—from the jackrabbit’s motion to the period-inspired script—was considered to evoke a sense of pride, movement, and classic Americana.

For a behind-the-scenes look at the creative process, including early sketches and conceptual explorations, visit my homepage to view the full process book.