INTRODUCTION —
What Actually Matters in Logo Design (And Why It’s Not About Looking Pretty)
Introduction to the Branding Project
Every successful brand begins with a vision, and sometimes, with the courage to challenge the status quo. Amauta Golf is one such case. This branding project explores the creation of a high-end golf apparel brand designed for a new generation of athletes who value bold aesthetics, individuality, and cultural storytelling.
Far from being just another traditional golf label, Amauta Golf embraces a design language that merges the raw energy of streetwear with the sophistication of golf’s heritage. This case study reveals the process, challenges, and results of shaping a brand identity that dares to be disruptive while remaining refined.
From my perspective as creative director, projects like Amauta Golf are the ones I find most inspiring. I’ve always loved working with brands that come to the table with a bold, disruptive vision, brands that want to reimagine the rules rather than play it safe. They give me and my team the opportunity to lean into creativity, experiment with daring ideas, and push boundaries in a way that feels exciting and meaningful.
Client's vision —
Understanding the Client’s Vision
Jaime’s Mission to Disrupt Golf Apparel
The project began with Jaime, a visionary entrepreneur and web designer, who believed that golf apparel had become too predictable. His mission wasn’t to create “just another label” but to disrupt sameness in the industry. Jaime wanted Amauta Golf to speak to individuality, rebellion, and refinement, reflecting the mindset of players who see golf as more than a sport, it’s a lifestyle.
Why Bold Branding Matters in Today’s Market
In a crowded marketplace, differentiation is everything. A bold visual identity doesn’t just attract attention, it builds emotional connection with an audience. For Amauta, branding became the key to entering the premium sportswear market while resonating with younger, style-conscious golfers.
main challenge —
The Core Challenge
Breaking Away from Predictable Aesthetics
Golf fashion has historically leaned on heritage-inspired aesthetics, neutral tones, traditional plaids, and understated visuals. The challenge with Amauta Golf was to deliberately move away from those safe norms and create something disruptive yet timeless. Achieving that balance required more than a single idea, it demanded a process of constant experimentation, iteration, and refinement.
As a creative team, we tested countless directions. Some experiments felt too loud, others too restrained, but each attempt helped us define the space Amauta needed to occupy.
Balancing Refinement with Streetwear Edge
The biggest design task was finding the sweet spot between refinement and raw energy. Amauta had to embody sophistication, with the quality and polish of a high-end fashion label, while still pulsing with the attitude of streetwear. That contrast became the driving force behind our creative exploration.
Through rounds of sketching, typography trials, and color testing, we discovered that the tension between boldness and elegance wasn’t a limitation, it was the very essence of the brand.
target audience —
Defining the Target Audience
Branding helps build a strong identity and long-term trust
Amauta Golf needs to stand out. We kept that in mind when designing the brand: how will customers see it among other traditional golf brands?
Amauta Golf was designed for golfers who want to feel seen, bold, and different. They don’t want to disappear into another polo shirt that looks like every other one online. They want apparel that makes them feel confident on the course and stylish off it.
I knew this branding project wasn’t only about golf, it was about identity. The audience needed to feel that this brand speaks their language. That it represents individuality, fire, and edge in a sport that often feels traditional and safe.
This is what makes Amauta Golf resonate: it isn’t selling clothes, it’s selling a feeling of belonging to a new movement in golf culture.
Who is Amauta Golf designed for?
- Golfers who value individuality as much as performance.
- Fashion-forward consumers inspired by premium streetwear.
- Young audiences looking for a fresh take on golf culture.
creative direction —
Creative Direction in the Amauta Golf Branding Project
Research: Where Golf, Fashion, and Culture Meet
The creative direction began with in-depth research at the intersection of the core elements meant to shape the brand. The goal was to identify themes that felt both authentic and disruptive, something bold enough to stand out, yet true to the spirit of the game.
The “Urban Fuego” Concept
Out of three initial creative directions, one stood out: Urban Fuego. Characterized by fiery reds, expressive scribbles, and raw urban energy, it reflected the daring vision Jaime had for Amauta Golf, something unapologetically bold and streetwise.
Infusing Peruvian Heritage into the Brand
Inspired by Jaime’s Peruvian roots, we also infused the brand with cultural elements, abstract patterns, color palettes, and design references that echoed Peruvian heritage. These details grounded Amauta in authenticity, storytelling, and personal meaning.
creative direction —
Collaboration and Client Feedback
A Trust-Driven Creative Process
This branding project was one of the smoothest collaborations I’ve had. Every call and feedback round felt aligned, Jaime trusted me fully, but also guided the project when needed.
Client’s Testimonial
At the end, he shared words that meant a lot to me:
“Branding is crucial if you want a successful company. It helps you stand out and connect with the right audience, if done right. That’s why I chose Rebecca. Her previous work showed her ability to bring unique ideas to life and translate them into brand assets. The process was smooth. Communication was constant and feedback cycles were constructive. I never felt like my project wasn’t a priority. I felt deeply understood. Even vague, hard-to-articulate ideas were transformed into a vision far beyond what I imagined.”
— Jaime Carrasco, Amauta Golf
visibility —
Results and Impact of the Branding Project
For me, this branding project had an impact beyond the design itself.
Viral Visibility on Instagram
The branding project gained significant visibility when a behind-the-scenes Reel showcasing Amauta Golf’s design process went viral, reaching nearly 100,000 views. This was a meaningful milestone for me and my team. We’ve been putting a lot of effort into the studio’s digital presence, and seeing it pay off like this is incredibly rewarding
Showcase in Times Square
Another great win for Amauta Golf: the project was also featured in Times Square, thanks to a curated selection by Art Innovation Gallery. The display elevated Amauta’s exposure and my branding work to a global audience. It’s proof that consistent work and creativity can take your vision further than you imagined.
lessons —
Key Lessons
- Trust between client and designer fuels creative breakthroughs.
- Cultural storytelling adds depth and uniqueness to brand identities.
- Bold visual strategies resonate with modern, style-conscious audiences.
CONCLUSION —
Conclusion
For me as creative director, this project proved that the best branding work happens when there’s trust, courage, and a shared vision. We experimented relentlessly until we found the balance that felt true to the brand and authentic to its audience.
What excites me most is how Amauta offers a way to feel seen, bold, and different. That’s what branding is at its core: not just identity, but representation and belonging.
This project showed me, once again, that a branding project has the power to do more than define a look. It can redefine a culture, create emotional resonance, and set the stage for something bigger than fashion. Amauta Golf is proof of that.
FULL PROJECT ON BEHANCE —
See the Full Project on Behance
This case study is a glimpse into the thinking behind Amauta Golf’s visual identity.
To explore the full brand world, including logo development, symbol construction, typography, color system, and real-world applications, view the complete project on Behance.
FAQs
A branding project is the strategic process of creating or redefining a brand’s identity. It includes elements such as logo design, typography, color palette, tone of voice, and storytelling—all working together to build recognition and connect with the target audience.
A branding project begins with research and discovery: understanding the client’s vision, studying competitors, identifying the target audience, and defining the brand’s unique positioning. From there, creative direction, design exploration, and refinement shape the final identity.
The timeline for a branding project depends on its scope. Smaller projects may take 4–6 weeks, while larger, more complex identities can require 3–6 months. Factors like research, client feedback, and the number of design deliverables influence the schedule.
The cost of a branding project varies widely based on scope, designer experience, and deliverables. Freelance branding designers may charge a few thousand dollars, while full-agency branding projects can range from tens of thousands to six figures.
A branding project helps startups establish credibility, stand out in a competitive market, and build emotional connections with customers. Without a clear identity, even the best products or services can struggle to attract attention.
A strong branding project includes clear strategy, distinctive visuals, consistent messaging, cultural or emotional storytelling, and a design system that can adapt across print, digital, and physical spaces.
Yes. Many businesses revisit their branding projects after a few years to stay current with trends, adapt to new audiences, or reflect changes in vision. A rebrand can refresh a company’s image without losing its core values.
A branding project establishes a company’s identity, while marketing communicates that identity to the world. Branding builds the foundation—marketing amplifies it.
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