Building brand identity and collateral to align with modern country club renovations
The Broken Sound Club in Boca Raton, Florida, is a 5-Star Platinum Club that has been chosen year after year to host the PGA Champions Tour opener. The club has two championship 18-hole golf courses at the club, as well as a world-class spa and fitness facility and fine dining.
Broken Sound announced plans for a $30 million clubhouse renovation and expansion of member amenities in 2019. Our team was selected to completely revamp their brand to accommodate their remodel. As the project's design lead, I was in charge of developing the new look and feel of Broken Sound Club's identity.
01 | BRAND IDENTITY
We wanted to offer Broken Sound Club a signature appearance that highlights the club's existing community while still giving it the flexibility to grow. The logo is designed to look elegant, with fluid tapering lines intertwining to form a monogram. To complement the new aesthetic, I chose a contemporary sans serif typeface and blue tones influenced by the new club's interior design.
02 | AMENITIES
With the expansion of member amenities within the club, our team was also tasked with rebranding all of the restaurants. I created the logo and menus for the new locations with the assistance of another designer, drawing inspiration from renovation plans.
Life was meant to be savored like a fine wine and the meal shared with those you care for most. Refined, yet spontaneous. Unforgettable. Experience Zest. Signature dining for those with a taste for the good life.
Less a dining venue than a state of mind, Bistro is the landmark location that flavors your day. Enjoy a poolside variety of casual, everyday fare that changes like the weather, and never fails to keep pace with your wonderfully active lifestyle.
CIRQ GRILLE & BAR
Setting the stage for one culinary adventure after another is CIRQ, a gloriously dynamic dining experience as lively and diverse as the Broken Sound lifestyle itself. A panoply of flavors, textures, and culinary stylings, CIRQ offers something for everyone, and rarely the same thing twice.
Far from the ordinary is where true legends reside. Exclusive, elusive, and more uncommon than a full moon. Reds Steakhouse is where succulent, thick, premium steaks are grilled to otherworldly perfection. Because legends are best served rare.