GIGS More Than a Golf Society

GIGS (Goods-in Golf Society) began as a group of friends brought together by golf, but over 25 years it has become much more than a sports society. It is a community built on loyalty, humour, and shared experiences, the kind of friendships that survive decades of life changes and countless rounds on the course.

The challenge of this project was to modernize the GIGS brand without erasing its history or diluting the culture that makes it special. Golf societies often rely on overly traditional or clichéd visuals, but GIGS deserved an identity that reflected its unique character: confident, current, and deeply rooted in friendship.

Through conversations with members, the identity was shaped to support the society rather than define it. A new logo and colour palette were designed to feel at home both on apparel and printed materials, blending modernity with a sense of heritage. Every detail was guided by authenticity, the brand had to feel like something the group would proudly stand behind.

The result is a refreshed brand that respects the past while embracing the present. The identity doesn’t tell the story of GIGS; it highlights it. The friendships, stories, and history were already there, now the brand finally matches them.