This was the kind of project you quietly hope comes along one day, and then suddenly it does. What began as a casual lunch in early 2023 with founders Dimitri and Nick Cassini quickly turned into a full-scale collaboration to bring a new private golf club to life from the ground up. Before there was land, there was belief. Before there were plans, there was a point of view. We were in from the start. Over the course of the engagement, we partnered closely with the founding team to shape every layer of The Rose, from its name and identity to the way it lives and breathes across physical and digital touchpoints. The work spanned brand strategy and positioning, investor storytelling, and concept development, establishing a clear vision for a modern golf experience that feels both elevated and rooted in tradition. From there, the brand extended into everything. Investor materials that brought the vision into focus. Films that captured the spirit of the club before it existed. A digital ecosystem, from invitations to a members portal, designed to feel considered and cohesive. Physical expressions across the club, from signage and course details to apparel, objects, and small moments that collectively define the experience. Alongside this, we helped guide the interior and spatial direction of the club, ensuring the brand carried through the built environment with the same level of intention and restraint. Every decision was made to support a singular idea: a club that feels discovered, not manufactured. Timeless, but not traditional. Elevated, but still casual. We’re grateful to work with founders who understand that great clubs aren’t just built, they’re shaped. And that design, when done right, doesn’t decorate the experience, it defines it.