Founded in 2024 by Alex Bender, Populace seeks to bring connection and urban recreation to NYC through disc golf. Alex came to Scout, Northeastern University's student-run design firm, requesting help with tightening up Populace's branding through a new landing page, social assets, and merchandise kits. Working as Design Lead, I managed a small team to bring Populace's vision of community and outdoor connection to life.
Why play "ball golf" when you can play disc golf? Our challenge as a design team was to make disc golf seem approachable and exciting, and most importantly, emphasize the community Populace is building.
Using bright colors swiping across the brand and clear communication, we created a style that entices and excites viewers to see what the Populace community has to offer.
For the merch kits, the client wanted individual personalities of the community to be reflected. We were given creative freedom to build the kits consisting of a shirt, hat, bag, and disc.
Just a bit off kilter, Populace encourages its community to Fly Off Course, to break the mould and have fun doing it. Populace's new branding mirrors the people that make everything possible, reflecting their individuality.
Want to see the complete brand documentation? Click the image above to view a complete breakdown.
