Frenchman's Creek

Frenchman's Creek.

Agency:

This project was completed while working as a Senior Designer at Sussner.

A brand strategy and identity system for one of Southeast Florida's most established private clubs — built to unite a membership divided by generation, and designed to last the next forty years.

A hundred-million-dollar question

Through interviews, deep research, and many (many) board meetings, a pattern emerged. Two words captured the brand perfectly: Understated and Effortless.

A genuine truth both groups had been pointing toward all along — and one that changed every decision after. Outstanding, not just better. Industry-leading, not just good.

We have a direction, but how do we find the right solution?

The branding committee (full of impressive CEO's I would love to name drop) was excited to move into the visuals, and we had a tight timeline to meet. I had 2 weeks to bring the right solution to life. This timeline included small committee check-ins, full restarts, and the weight of some very heavy opinions. Without them, we wouldn't have gotten to the right solution.

We started with a key for exclusive access. A wave to symbolize the creek. A palm frond for location. A hidden gem for understated quality, and a seashell for the beach. Each one made sense. But which one was right?

One thing was clear. The Seagull had to go.

The previous logo held no meaning and represented a version of the club that was reactionary at the time. A seagull was recognizable but had nothing to do with their club, it’s history, or where they were headed (and If we’re being honest, seagulls are known for being super annoying, anyways).

Designed with a system in mind

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.

A membership united.

A membership that had been divided now shares a common language. *Understated and Effortless* is a description that the thirty-year member and the one who joined last season can both recognize as true. Frenchman's Creek doesn't need to prove it's the best in its market. It just needs to keep demonstrating what has always made it singular: access that is genuinely unmatched, and belonging that feels entirely natural.

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.

What was built for Frenchman's Creek wasn't a set of visual assets. It was the foundation that will shape how this brand is perceived for the next forty years.