At It Lies
Brand Strategy, Visual Identity Design, Art Direction
Project Type
Brand Identity
Year
2024
Role
Brand Designer
Project Team
Alex Tudun
Question: what if a brand could have multiple identifiers that all work as one? Most golf brands stick to a single logo with variations, but golf culture has always celebrated variety; the equipment, the courses, the styles. At It Lies is a golf-lifestyle brand offering apparel for people who want golf to feel accessible, not elite. The challenge was positioning the brand as premium without being snobby, approachable without being streetwear. The brand needed to say "peace," "zen," "focus," and "mindfulness"; golf as a head; clearing ritual where the world pauses.
The identity system has multiple identifiers: a logomark (golf flag on turf), wordmark, badge, and mascots; all working interchangeably depending on context. The flag logomark anchors everything, appearing across every expression to maintain consistency. The system operates on bold minimalism: large elements fill space while keeping everything else clean and clear. A wordmark, designed with classic golf typography, is reserved exclusively for apparel. Every identifier connects back to one idea: the brand name itself, "lies." The system allows the brand to show up differently without losing coherence; multiple expressions, one identity.
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