Identity design for The Cup, an entertainment venue where family and friends gather to eat, drink, and compete.

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GrandArmy developed an identity for The Cup that overlapped the patina of classic golf ephemera, the technical language of gaming, and the progressive tone of a golf establishment founded in 2020. A system of logos, illustrations, photography, and paintings (that reference 1960’s golf magazines but use a modern demographic) were developed to create a whole new reality for the Cup.