// Golf. But make it a brand.
Client: Bec & Dani, Founders of Mully Club
Overview
Brand Foundations:
→ Brand Direction + Clarity Session
→ Creative Direction
→ Logo Suite + Brand Mark
→ Colour Palette + Typography
→ Brand Guidelines + Final Files
→ Launch Applications + Creative Concepts
The Ask
Mully Club started with an idea: make golf feel more fun, social and welcoming for women.
The founders, Bec and Dani, had a clear sense of what they wanted Mully Club to feel like, but were still figuring out what the brand could become. It wasn't just about creating a logo for a golf event. There was potential for a community, events, apparel and plenty more down the track.
The job was to give the idea enough direction to get started, without making everything feel too serious or overthought before they'd had a chance to see where it could go.
The Plan
We started with a clarity session to pull apart the idea, the audience and what made Mully Club different from the more traditional world of golf.
From there, the direction became pretty clear: confident, playful and stylish, but never exclusive or overly polished. It needed to feel like golf, just with the rules a little looser.
That thinking shaped everything from the visual direction and identity through to little brand ideas and lines like “golf. but make it fun.”
I also started thinking beyond the logo pretty early on. How could Mully Club show up on a cap? A swing tag? Socks? What might it feel like at an event? Those details helped us build a brand world that Bec and Dani could continue adding to as the idea grew.
The Outcome
Mully Club launched with an identity that gave the idea somewhere to go.
The foundations are simple and flexible enough to work across events, social content, merchandise and whatever comes next, while still giving the brand a personality people can recognise.
More importantly, Bec and Dani didn't need to have the next five years mapped out before they started. We created what Mully Club needed for this stage of the business, with enough room for the brand to evolve alongside them.
For me, that's often the point of good brand foundations. You don't need to know exactly where an idea will end up. You just need enough clarity to take the next step and start putting it into the world.
“Working with Alana gave us a brand that feels completely like us.
We went in with a mood board and a rough idea of the vibe we were after, and she took everything we had in our heads and turned it into a brand that feels confident, playful and effortless.
The brand direction process gave us so much clarity, and every part of it felt thoughtful, intentional and completely aligned with the vision we had for Mully Club.
Seeing the final brand made us feel so excited and inspired. We loved seeing our vision not only come to life, but become even better than we could have imagined. She just got it.”