The Cape Club

Creating a unified brand identity for a coastal residential and golf community

We developed the brand identity for The Cape Club, a proposed mixed-use residential and golf community on Cape Cod. Our goal was to create a cohesive visual system that reflects the natural coastal setting and unites the project’s residential, hospitality, and golf components under a single, welcoming brand.

Client
Kelley & Cohorts
Industry
Community development / resort residential / golf & hospitality
Services
Brand identity, logo system, visual language, print materials

THE CHALLENGE

The Cape Club needed an identity capable of representing multiple offerings—residences, a members’ golf club, and hospitality amenities—while maintaining a refined, coastal character. The challenge was to create a brand system flexible enough to support marketing, signage, and future expansion without feeling fragmented.

THE SOLUTION

We built a clean, coastal-inspired identity anchored by a simple, elegant mark that captures the character of Cape Cod. The logo is paired with a sophisticated palette of soft neutrals and maritime blues, designed to evoke shoreline landscapes and relaxed coastal living.

Typography choices reinforce this atmosphere—classic and approachable, suitable for both residential materials and golf-club applications. We extended the visual system into initial collateral, print layouts, and signage concepts to show how the brand would live across touchpoints throughout the community.

The result is a warm, flexible identity system that feels at home across real estate marketing, hospitality communication, and golf-oriented materials, allowing The Cape Club to present a unified brand experience from first impression to onsite engagement.

The mark for The Cape Club abstracts a sandbar into a clean, modern form that also reveals a subtle “C.” This duality—landform and letter—anchors the identity in both place and name.

The palette blends soft coastal neutrals with warm, sun-washed tones—capturing the relaxed elegance of Cape Cod while providing a versatile foundation for both residential and golf-club applications.

the cape club big caslon medium on dark green

the cape club big caslon medium on light green

A refined serif typeface conveys tradition and craftsmanship, while a balanced sans serif provides clarity and modernity across applications.

the cape club letterhead

the cape club white towels on vanity

the cape club hat on woman copy

cape club hand holding water bottle

A unified identity system created to support residential, hospitality, and golf-club applications.

Print collateral for The Cape Club showcasing the unified residential and golf community branding.

the cape club business cards on table

Hands of woman squeezing lemon juice to Irish oysters in plate with ice over glass of champagne by best boston ad agency

The new identity elevated The Cape Club’s presence as a distinctive Cape Cod community, strengthening its appeal to prospective homeowners and club members. The cohesive brand system created clarity across residential, hospitality, and golf components while offering a consistent visual foundation for future marketing and development.

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