The National Golf Course
Overview
The National Country Club- Brochure & Wayfinding System
This project involved the creation of a comprehensive print brochure and a custom set of wayfinding icons for The National Country Club, a prestigious golf and leisure destination anchored by a Tom Watson signature course. The design had to reflect both the elite atmosphere of the club and its welcoming, family-oriented amenities, while guiding guests effortlessly across expansive outdoor facilities.
The Ask
THE CONCEPT
The guiding concept was “experience-first storytelling,” blending visual navigation with rich, inviting content. The goal was to evoke the elegance and prestige of the club while making it feel accessible and activity-driven for a range of visitors — from avid golfers to families vacationing at the lodge.
Each component of the design was tailored to support that experience:
• The brochure introduces the club’s personality, history, and offerings through an editorial-style layout, combining aspirational photography, layered color-blocking, and intentional typography.
• The custom wayfinding system provides a visually cohesive map and icon set that matches the club’s refined identity while simplifying spatial orientation for users on-site.
