Nestled in the bustling heart of San Diego, Swing Social stands out in the Gaslamp District. It’s not your dad’s sports bar, or even a typical game bar. It’s an energetic mix of both, offering virtual sports games with full-swing golf simulators between sips of creative cocktails and serious good eats.
It’s a bar for players, not pros; for good friends and bad sports.
With that in mind, our work for Swing Social went all in on creating an identity that’s lively and inviting, with an ode to a little friendly competition.
Inspired by the charm of old hometown bars, we hand-lettered a custom script, conveying a lived-in and friendly attitude with its curves and imperfections. It’s simple and modern, allowing us to pair bright, electric colors to complement their digital offerings. The combination of old and new brings a nostalgic and familiar feel to a new generation of fun-loving sport enthusiasts.
We expanded on the logo to create a simple and flexible system to bring the brand to life. Logo variations as different badges could be used on apparel and etched pints while sticker-like shapes and illustrated icons add variety on menus and digital promotions. To personify the spirit of competition, we introduced Mulligan: a mischievous mascot with a love for the game.
With all the visuals in play, the tone of our messaging had to be just right. Keeping with the lively nature of the space, we kept the tone playful yet down-to-earth, engaging people to join us with no-nonsense takes and a sense of humor.
Overall, with the new identity, we hope Swing Social can be the spot to challenge your friends, unwind for the weekend, and be champions for the night.
Huge thanks to our long-time friends at RMD for the opportunity.
See you on the tee, player.
