Frenchman's Creek Beach and Country Club
Role: Senior Designer at Sussner
Brand Identity Design
Supportive Amenity Systems
Restaurant Branding
Brand Activation Materials
Location
Palm Beach Gardens, FL
Frenchman's Creek
This work was led by Sussner, and included brand strategy, positioning, and member research. My role focused on translating that foundation into a visual identity system aligned with the club’s future.
The Seagull had to go.
The meaning of the seagull was unclear, but what we did have was a clear strategic direction established by the strategy department of Sussner. We found an opportunity to bring the brand to life through a refined visual identity. The leadership and membership committee had a high level of expectation, but we planned to deliver much higher than that.
The creek.
The new mark is simple, deliberate, and specific to its name: a wave referencing both the creek that runs through the property and the private beach that no competitor can claim. The color palette was drawn straight from the beach itself.
Expandable Systems
Beyond the primary mark, the work extended into a broader visual identity system built to support the club across every touchpoint. The focus was on flexibility and consistency, ensuring the identity could scale while maintaining cohesion. In order to ensure the brand rolled out exactly as intended, we regularly met with their marketing team and provided art direction across various materials.
Restaurant brands built for every occasion.
Each space got its own name and visual identity, rooted in the same positioning that guided the master brand. Distinct enough to stand on their own. Connected enough to feel like one place. For a community built around industry-leading hospitality, these aren't just restaurants, they're unique experiences.
Alchemy is your high-quality cocktail lounge, Opus is fine dining, and Greenside is your everyday lunch destination located (you guessed it) next to a golf course.
More Projects
A focused body of work that spans strategy, identity, and clear direction. Every project starts with an idea worth creating.
