The Club at Golden Valley.
Agency:
This project was completed while working as a Senior Designer at Sussner.
The Club at Golden Valley had over a hundred years of history, a membership that didn't fit the country club mold, and a brand that was missing every aspect of who it actually was.
A club ready for the next 100 years
When the project with Golden Valley kicked off, we took tours around the clubhouse, played golf, dined at their restaurants, and interviewed their staff and membership. We truly surrounded ourselves in their world. The facilities were great, the people were better, but their biggest draw for new membership was their championship A.W. Tillinghast golf course.
During this time we heard years of stories about the club. The kind of secrets you can't find on paper. This gave me a whole new perspective that only the membership knew. And that's exactly who this was for.
The data was loud
Research came back noting that an overwhelming amount of members didn't actually identify with traditional country club culture. We reframed the brand's personality from "Traditional and Relaxed" to "Loud and Proud."
How do you brand 100+ years of history?
With research in place and a thorough background on the club, a few concepts rose to the top that related to their history, location, and path towards the future.
The squirrels were beloved by members, and piece of the club's identity. There’s also a train that runs through the club every day. Synonymous with Golden Valley and another pleasant icon people could resonate with. Lastly, a trumpet. They held an opening party for their pool in the 1950s. Live music, food, the whole works. A member was having too much fun that day, and pushed the trumpet player into the pool. Why? No one knows, but this is exactly what represented "Loud and proud" for Golden Valley.
The Horn found its place.
The mark we landed on was built around a the story of the trumpet, and the sound of celebration and a gathering call. It's simple and carries meaning that belongs specifically to this club. The identity moved from a typical country club crest, to something that actually represented who these members are.
A life well played.
"A Life Well Played" tells a story of two things coming together. Golf if the glue to life at the club. It isn't about the lowest score. It's about joy, community, and time well spent.
A brand still growing
You can still find the old logo around the club if you know where to look. That's not a failure. That's how change moves through a place with over a century of history. The Club at Golden Valley is becoming what it always actually was. The brand is just finally catching up.
Every tournament tells its very own story.
Every tournament throughout the year received its own unique logo. Each one tells the specific story, while staying on brand. They expanded the visual world, gave members something to collect, and opened up real merchandising possibilities.
Awards:
“The Show” at AdFed 2025 for branding The Club at Golden Valley.
LogoLounge multiple times for the Golden Valley logo, and it’s tournaments.
Credits:
Creative Director: Derek Sussner
Senior Designer/Art Direction: Blake Spiegel
Brand Strategy: Tucker Larson
Designer: Nick Tietz
Motion Design: Ryan Meader
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