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

The Challenge

As a new community entering a competitive market of established golf destinations, The Cape Club needed a brand that distinguished its modern amenities and elevated design from traditional country club expectations.

The challenge was to create an identity that felt rooted in the land yet unmistakably forward-looking—inviting a new generation of buyers seeking both lifestyle and location. The system needed to work seamlessly across signage, print, and digital materials while conveying a calm, coastal sophistication.

The Solution

We developed a visual identity inspired directly by the geography of the site. The emblem abstracts a sandbar into a clean, geometric form that subtly reveals a “C,” grounding the mark in both place and name.

We used a coastal palette inspired by sand, deep fairway greens, and the vivid orange-red of the course flag—an accent that brings energy and modern contrast to the identity.

This palette captures the relaxed elegance of Cape Cod while providing a versatile foundation for both residential and golf-club applications. Understated typography and minimal layouts reinforce a contemporary, design-forward tone.

The brand extends cohesively across marketing materials, environmental graphics, and digital touchpoints, presenting The Cape Club as a modern lifestyle destination shaped by land, light, and quiet refinement.

A modern abstraction of a Cape Cod sandbar that reveals a subtle “C,” linking the brand to both name and landscape.

Coastal tones drawn from sand, seagrass, and deep fairway greens create a calm, understated identity.

the cape club big caslon medium on dark green

the cape club big caslon medium on light green

Simple, refined typography expresses the community’s modern, relaxed sophistication.

the cape club letterhead

the cape club white towels on vanity

the cape club hat on woman copy

cape club hand holding water bottle

The dentity system was used 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 Result

The new identity established The Cape Club as a distinctive entry in the luxury golf and residential market.

The refined mark, serene palette, and cohesive visual system effectively communicate the community’s architectural quality, natural setting, and elevated lifestyle. The branding brought clarity and distinction to a new offering on the Cape Cod—confident, modern, and rooted in the landscape that defines it.

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