Puttery recognized the need to expand their audience and evolve from its 21+ adult-only venue. The brand shifted to a more inclusive experience now welcoming guests of all ages. Needing a new brand strategy that would appeal to both Gen Z as well as older Millennials, a new visual identity was developed to speak to both demographics.

To reflect the shift in target audience a new brand system was designed to capture the nostalgic aspects of mini golf that would appeal to children experiencing the game for the first time as well as older generations seeking to reconnect with a fond childhood pastime. Puttery is mini golf reimagined.

The new logo weaves golf-inspired elements into the letterforms: a golf ball, club, and tees. A vibrant color palette was developed to resonate with younger audiences while remaining flexible enough for upscale, late-night promotions. An argyle-inspired pattern was created that bridged classic golf attire with a dance floor motif. Lastly, a mascot and ambassador of the brand would also be introduced to give the brand a playful charm.

From concept to final execution, I developed all aspects of the visual system, creating cohesive design assets across digital, print, and in-venue touch points, ensuring every piece of communication reflected Puttery’s new bold, modern spirit. I also developed a new messaging strategy, creating new taglines and creative copywriting for the brand to use to speak to their new target audience.