Mulligans — Introducing Clarity and Direction Within an Evolving Brand
Role: Design / Visual Direction
Scope: Campaign Assets / In-venue / DigitalThe Problem
I joined Mulligans on a temporary contract during a busy period, working within a brand that was still evolving and lacked a clearly defined visual direction. While outputs were being produced, there was inconsistency in style and a disconnect between the visual design and the in-venue experience.Without a clear foundation, the brand risked feeling fragmented rather than intentional. At the same time, the brand was undergoing wider discovery and insight work, meaning any design approach needed to remain flexible while still improving clarity in the short term.
The insight
The brand already had a strong personality within its physical spaces, but this wasn’t being reflected consistently in its visual communication.
By stepping outside of the screen and observing the venue environment, tone, and customer experience first-hand, it became clear that the brand needed a more grounded and cohesive direction, one that aligned with how it was actually experienced.
When a brand is still evolving, inconsistency is expected. But that doesn’t mean communication should feel unclear.
The Approach
The work focused on introducing a more considered and customer-aware visual style, while developing a temporary brand direction that could support the business during its transition.
This involved observing how the brand existed in real environments, including visiting a venue to better understand the atmosphere, aesthetic, and customer experience firsthand.
From this, a more grounded and relevant visual direction was developed, aligning design outputs more closely with how the brand is experienced, not just how it appears in isolation.
At the same time, a flexible visual system was introduced to bring greater consistency across campaigns and assets, without restricting future brand development.
