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John Morgan is a new brand that combines classic golf with American cool. We developed a visual brand, art direction, and branded photography to help them take their concept to market.
Client: John Morgan Sportswear
Location: Charlotte, NC
Industry: Apparel / Men’s Fashion
Year: 2018-19
Role: Branding / Art Direction / Photography
A clothing manufacturer in North Carolina wanted to build on their successful business by creating a brand of their own, John Morgan Sportswear. Founded in 1976 in “the heart of American golf,” they wanted to find a niche in the sportswear space, one that had the romantic heritage of golf and the performance of new natural fiber fabric they were developing in-house. Old-school looks with new-school features.
Our task was to bring that brand concept to life. We created the the visual identity, provided art direction, and created lifestyle and product photography. After those were complete we created style guides to hand off to their in-house designers and web partner.
Using nostalgic typography in a contemporary way, a healthy does of black and white photography, and a location with a rugged beauty not typical of commercial golf photography, we offered a different perspective. The result is a brand for the guy who loves the tradition of the game, but won’t compromise his taste. In golf it isn’t good to be off the beaten path, except when it comes to your personal style. Sometimes golf has been missing that “cool factor.” Thanks to John Morgan, not anymore.
John Morgan is a new brand that combines classic golf with American cool. We developed a visual brand, art direction, and branded photography to help them take their concept to market.
Client: John Morgan Sportswear
Location: Charlotte, NC
Industry: Apparel / Men’s Fashion
Year: 2018-19
Role: Branding / Art Direction / Photography
A clothing manufacturer in North Carolina wanted to build on their successful business by creating a brand of their own, John Morgan Sportswear. Founded in 1976 in “the heart of American golf,” they wanted to find a niche in the sportswear space, one that had the romantic heritage of golf and the performance of new natural fiber fabric they were developing in-house. Old-school looks with new-school features.
Our task was to bring that brand concept to life. We created the the visual identity, provided art direction, and created lifestyle and product photography. After those were complete we created style guides to hand off to their in-house designers and web partner.
Using nostalgic typography in a contemporary way, a healthy does of black and white photography, and a location with a rugged beauty not typical of commercial golf photography, we offered a different perspective. The result is a brand for the guy who loves the tradition of the game, but won’t compromise his taste. In golf it isn’t good to be off the beaten path, except when it comes to your personal style. Sometimes golf has been missing that “cool factor.” Thanks to John Morgan, not anymore.
