From Business Concept to Branded Golf Lounge
A nearly four-year creative partnership.
Bringing an Ambitious New Business to Life
Launching During a Pandemic
In late 2020, T Squared Tees & Taps was preparing to introduce a new kind of golf and entertainment experience to Orchard Park — state-of-the-art indoor simulators, an upscale lounge and restaurant, putting greens, and social events.
The business needed an identity that reflected the quality of the experience, along with a professional online presence to start building interest before opening — all while the hospitality industry navigated the uncertainty of the pandemic.
Site construction and groundwork during early development
One Creative Partner. A Consistent Vision.
Working directly with ownership, I helped develop the T Squared brand from its earliest stages — brand identity, website design, ongoing creative direction, promotional materials, and customer communication.
Rather than treating each project as something separate, we built on a consistent visual foundation — a recognizable experience across the website, the lounge, merchandise, and marketing campaigns.
A Website That Grew With the Business
One of the most interesting parts of this project was seeing the website evolve as the business itself took shape.
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The first website introduced Tees & Taps, and helped build anticipation ahead of opening.
The updated website showcased the completed experience with booking access, event information, and customer engagement features.
Building the Brand, Piece by Piece
Brand Identity & Launch Materials
A distinctive look for a distinctive business.
I developed the original T Squared Tees & Taps identity, using bold typography, a dark color palette, and gold accents to reflect the upscale atmosphere of the planned golf lounge. That visual foundation carried through the early website, printed materials, signage, merchandise, and future promotions.
Website Design & Development
A website that grew alongside the business.
The first website introduced the concept and built anticipation ahead of opening. As the venue developed, the website evolved to showcase the finished lounge, indoor golf experiences, dining, events, and other offerings. Integrated booking options, gift certificate information, customer forms, and calls to action made the website a useful part of the customer experience.
Promotions & Customer Communication
Keeping customers informed and engaged.
After opening, I supported ongoing promotions with branded graphics, targeted emails, seasonal campaigns, and website updates. From holiday gift certificates and Black Friday offers to golf leagues and special events, the creative remained consistent while giving customers new reasons to visit and stay connected.
Branded Apparel and Merchandise
Taking the brand beyond the screen.
The T Squared visual identity extended into apparel, hats, accessories. These pieces gave customers another way to connect with the brand. It was fun to see the designs come to life not just online, but throughout the physical location.
Email Marketing That Brought Customers
As the venue grew, targeted email campaigns kept members and local guests connected — announcing milestones, launching new menus, and bringing people back through seasonal promotions.
"The Big Day is Here!"
Exclusive private opening invitation for club members, introducing golf simulators, food, drinks, and team hiring.
"Patio & Putting Green Open"
Showcasing the outdoor expansion, replica Augusta #13 green, and full food & drink menu with no reservation required.
"Open for Weekend Brunch!"
Introducing weekend brunch items, morning golf simulator bookings, and inviting non-golfers to experience the lounge.
"Tees & Taps Turning One!"
Celebrating the 1st Anniversary during Masters Sunday with themed specials, plus a feature on branded golf apparel and swag.
Videos That Brought the Experience to Life
Short videos gave potential guests a real feel for the lounge — the simulators, the atmosphere, and the events — before they ever walked through the door.
"Private Opening Sneak Peek"
An exclusive teaser showcasing the private pre-opening event for special guests and VIPs before public launch.
"Opening This Month!"
A high-energy countdown Short building community excitement as the launch date drew close.
"The Perfect Gift for Golfers"
A targeted holiday campaign selling digital gift certificates before opening day — generating roughly $2,000 in early revenue.
"You Can't Control The Weather"
A playful seasonal spot reminding golfers they can still get their round in with indoor simulators — even when the weather outside is terrible.
Everything Working Together
Over nearly four years, the project grew from a new identity to an active hospitality and entertainment business.
The logo and visual direction became the foundation for a consistent customer experience. The website evolved from a pre-launch intro into a useful resource. Branded merchandise and signage brought the identity into the physical space. And ongoing promotions kept the business connected with guests through changing seasons, offers, and events.
Not just a logo. Not just a website. A complete and recognizable business identity that supported the owner's vision.
Ready to Talk?
Whether you're launching something new or improving an established business, I'd be happy to hear what you're working on. Let's discuss how a professionally designed SmartSite can help your business make a stronger first impression and connect with customers.
Gung Ho Local — One Reliable Partner for Your Business.