MULLIGAN'S
Brand strategy, mascot motion system, and spatial creative direction for Mulligan's Sports Bar & Golf Club. We transformed a 1930s cinema in Downtown Visalia into an electric indoor golf lounge — simulator tech and tufted leather meets unpretentious, nostalgic swagger. Golf for everyone.
01. The Crouching Green-Read
The mascot character anchors the entire experience. Sporting sunglasses, a knit fisherman's beanie, and a full beard, he begins with quiet focus: crouching low with putter in hand to survey the line before stepping up to the tee.
DEMOCRATIZING THE FAIRWAY
Breaking Country Club Exclusivity
Traditional golf is gatekept by dress codes, country club dues, and stiff formality. Mulligan's was built on the opposite ethos: hitting balls should be as loud, social, and unpretentious as your favorite pub. Nostalgic irreverence, zero gatekeeping.
Reinventing a Historic Cinema
Housed in a historic 1930s theater on Main Street, the venue had built-in architectural drama. We leaned in: vintage marquee outside as the billboard, simulator bays and bar inside as a cinema of interactive sport.
The Living Storefront Ambassador
The brand needed an unmistakable personality: a bearded, sunglass-clad golf savant. He lives in the real world as a turf-seated storefront mannequin watching Main Street, and in 2D powering menus, merch, and frame-by-frame animation.
HERITAGE GREENS & RETRO TYPOGRAPHY
Sourced directly from the official Mulligan’s Brand Guidelines: a deep, rooted green system reflecting the heritage of Augusta and classic championship golf, paired with expressive display typography and raw monospace utility.
Primary Foundation & Headers
Secondary Depth & Backgrounds
Active Accents & Callouts
Warm Grounds & Print Stocks
Subtle Contrast & Overlays
High-Contrast Borders & Type
"CAN YOU SWING IT?" GOLF BALL GLYPH
A custom circular hand-lettered emblem constructed to fit the exact spherical silhouette of a dimpled golf ball balanced on a wooden tee. Crafted in both solid and stencil inline cuts for apparel embroidery, coasters, and glass etching.
FROM MARQUEE TO MANNEQUIN
Explore how the identity comes alive inside the venue: the real-life window ambassador, deep-green tufted leather cocktail booths, simulator bay high-fives, and tactile print collateral.
The Real-Life Storefront Ambassador
Installed directly in the theater's street-facing display window overlooking Main Street: the living physical embodiment of the mascot. Clad in an orange ribbed beanie with embroidered "M" insignia, sunglasses, and a cozy knit sweater, he greets pedestrians above real synthetic turf and golf balls.
"It's Gonna Be a Good Day"
Custom illustration of the mascot cruising in a vintage electric golf cart, paired with arched serif type. Merch was designed to feel like cherished vintage thrift wear rather than corporate swag.
Tufted Green Leather & Coupe Cocktails
High-backed Chesterfield-tufted booths in rich Augusta green (`#1B4331`) ground the hospitality experience. Couples and groups unwind with craft cocktails, artisan pizza, and Bavarian pretzel bites between bay sessions.
State-of-the-Art Simulator Bays
High-definition projection screens and optical swing tracking allow players to tee off on Pebble Beach or St. Andrews rain or shine. Unpretentious, high-energy, and built for friendly competition.
"How to Do Golf" Napkin Guide
Playful bar collateral: "Step 1: Put ball on tee. Step 2: Grab bestest club. Step 3: Swing that thang!" Capped with the vital bar wisdom: "Being well fed with a beer in hand helps your back swing."
Supporting Local High Schools
Deep roots in the Central Valley: checkered vintage pennant border proudly featuring Redwood, Golden West, Mt. Whitney, and area high school athletic programs.
Composition Notebook Drink Menus
Classic black-and-white marble marbled covers stamped with the Mulligan's golf-ball crest. A playful nod to grade school notes that immediately disarms guests as they order cold draft beers.
FROM EMPTY THEATER TO CIVIC ANCHOR
Comprehensive brand identity guidelines defining color tokens, typography systems, secondary badges, and strict placement standards.
Custom sequential golf swing framework turning the beanie-clad mascot into an animated, multi-pose ambassador for digital and print.
Zero generic templates. Everything from marble notebook menus to napkin dispenser guides and civic banners was designed bespoke.
Preserving the architectural heritage of Downtown Visalia's vintage marquee while establishing a thriving modern community staple.