Clouden Golf Club
Clouden is a Golf Club that wants to express the elegant soul of the sport through its communication. I designed the Clouden website by setting the visual language on a double contrast: on a typographic level with two different fonts, a sans-serif and a serif; on a chromatic level with two shades of green, one vibrant and active, the other dark and elegant.
Website
/23
Research
Introducing a contemporary aesthetic tone in the digital touch point of a golf club has been the main outcome of research at a visual level in the sector of this sport, which still retains an elite, strongly traditional and conservative attitude. Thanks to technological innovation and the communicative evolution of the world of sport, however, golf has also sought to modernise its image, especially thanks to the image given by major international competitions.
exploration
The proposals I worked on developed along two opposite paths. A more conservative direction built around the enhancement of elegance and aimed at a higher age target. A second direction was instead taken in a more current and modern direction, aimed at a younger and more dynamic target.
design
The image I have tried to give the website is therefore derived from the desire expressed by Clouden Golf Club to preserve an elite soul, but also to open it up to the more exciting aspects of competitive sport. The contrast between the two fonts used and the colour palette are intended to express this concept. The layout at the same time respects the basic grid and varies in the position of certain elements.
Design Concept
Those shown here are the main screens of the website. They are part of an advanced stage of the design process but do not represent the finished product, the development of which has been suspended by the customer.
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