ESQUE / Work / The Keep
Hospitality · Brand & Web

The Keep

Playing it as it lies.

Case study · The Keep · Private mountaintop golf course · Brand identity & web

"Given how distinctive The Keep is within golf, IV Whitman skillfully named, branded, and described it in a way that clearly communicated the experience awaiting future visitors."

— Rees Jones

Objective

Exclusive 18-hole mountaintop golf course by Rees Jones and Bill Bergin, limited to 125 Members. 7,800 yards, 1.5 miles cliff-edge play.

Solution

Medieval "keep" = fortified tower. Chi rho icon modified into "k". Vertical bar extended for scale.

Special Features

8-ounce copper member bag tag with debossed icon.

Deliverables

Identity System Website Apparel Golf Accessories

Services

Brand Strategy Creative Direction Visual Design Website Design

Collaborators

Dennis Gibson Heritage CAA
The Keep exclusive 8-ounce copper member bag tag with debossed icon
Copper Bag Tag
The Keep branded member sport coat for exclusive golf club
Member Sport Coat
The Keep logo placement standards across brand applications
Logo Placements
The Keep branded soft goods and apparel collection
Soft Goods
The Keep co-branded Callaway backpack for members
Callaway Backpack
The Keep day of play flag on mountaintop golf course
Day of Play Flag
The Keep print advertisement for exclusive golf membership
Print Ad
The Keep typography and font standards for brand identity
Font Standards