Aphira Golf Apparel Brand
Brand and catalog for a women's golf apparel line: editorial lookbook, catalog design, postcards, and a retail website under the Aphira label.
Aphira dressed women for the golf course without dressing them like the men; the brand had to read as sport and as style at once.
I designed the identity, the catalog, and the lookbook, and built the site that sold it. “Country Club Couture,” made to sit on a pro-shop counter and hold its own.
The book carried the brand
Fashion lives in the catalog. Aphira’s ran as an editorial: clean product photography, a soft palette, and copy that named the fabric and the fit (CoolMax pique, flutter-sleeve polos, seersucker city shorts) because the buyer wanted specifics.
- Identity; a quiet mark and a lowercase wordmark, restraint against a loud category.
- Catalog and lookbook; models on the course, product shot clean, styled to swing.
- Postcards and web; the same look carried to mailers and to wedgeusa.com.
The standard
This was craft before code: make it BEAUTIFUL, make it specific, make it sell. The medium moved to the browser and then the search result; the standard did not.
Gallery
