PCG Capital acquired Oxford Athletic Club in 2017, and the owner and the company wanted to completely recreate the club from the ground up, including the physical facility as well as all of the branding and marketing. This project was my first rebrand with PCG Capital, and it led to many other brand buildouts or refreshes.

During the branding process, I worked with two other department members, the Vice President of Marketing and the Copywriter, to brainstorm ideas for this logo. The goal was to create a brand with a country club vibe while still allowing for a high-end athletic feel. These two ideas felt rather disparate, but I was up to the task.

To begin, I sketched out various concepts and then started creating them in Illustrator. After creating well over 20 options, we narrowed the field to three. For these three, I built out style guides which included typefaces, color schemes, and mockups for various marketing collateral. After this step, I pitched each idea to the CEO, President, and GM, and they decided upon the logo seen here, and the rest is history! The branding can be seen across the Oxford Athletic Club campus and marketing collateral associated with it.