Project Overview
About the client
Town Talk Headwear is a heritage headwear brand rooted in golf and sports culture, known for high-quality custom embroidery and promotional apparel worn at clubs and tournaments nationwide.
Work request
I was brought in as Senior Designer and Creative Lead to modernize the brand’s visual identity, build a creative department, and lead the company’s transition into digital sales, contemporary marketing, and e-commerce.
What Made This Unique
This project wasn’t just a redesign—it was a top-to-bottom transformation of a legacy company, merging traditional craftsmanship with modern design systems.
📸 [Insert HERO IMAGE: Catalog cover, booth design, or PGA Magazine ad]
The Process
Creative Direction & Brand Evolution
I led the company-wide rebranding effort—updating the logo, typography, color palettes, and brand voice to reflect a more modern, professional identity while honoring the brand’s roots in golf and legacy clientele.
Marketing Design Systems
I created seasonal marketing campaigns and product line visuals, designing all catalogs, print advertisements (notably monthly placements in PGA of America Magazine), and digital media assets. Campaigns included themed series like “Total Eclipse,” “Keep Calm,” and “Salute Your Country.”
Web & E-Commerce
Collaborating with developers and internal stakeholders, I designed the company's first modern e-commerce platform and provided product imaging templates, helping Town Talk bridge the gap between B2B catalogs and direct-to-consumer accessibility.
Creative Department Development
I established the in-house Creative Department from scratch—hiring, onboarding, and mentoring the Director of Digital Media and Junior Designer. I also led quarterly design meetings and was the primary liaison to the President and VP on all creative initiatives.
📸 [PROCESS VISUALS: Logo modernization mockups, campaign sketches, e-comm wireframes]
Strategic Challenges / Solutions
Outdated Visual Identity → Complete brand refresh and modern design system
No E-Commerce Presence → Designed and launched online storefront framework
Siloed Communication → Integrated sales, production, and design teams into a shared strategy
No Creative Infrastructure → Built and staffed a functioning internal Creative Department
Event Visibility Needs → Designed vendor booths and seasonal campaigns tied to PGA events
📸 [FINISHED DESIGN WORK: PGA ads, booth visuals, product photography, catalog spreads]
Results & Impact
✅ Brand presence elevated—multiple features in PGA of America Magazine
✅ Established full in-house Creative Department (first in company history)
✅ Led design for successful e-commerce platform launch
✅ Delivered cohesive seasonal campaigns that aligned sales, print, and digital strategy
✅ Designed high-quality product visuals and embroidery mockups for client proposals
✅ Established full in-house Creative Department (first in company history)
✅ Led design for successful e-commerce platform launch
✅ Delivered cohesive seasonal campaigns that aligned sales, print, and digital strategy
✅ Designed high-quality product visuals and embroidery mockups for client proposals
Testimonial (Internal/Implied):
“Justin’s leadership and vision reshaped our brand from the ground up—bringing a fresh visual identity and creative rigor that changed how we market, sell, and present ourselves in the industry.” — (Internal sentiment paraphrased from role impact)
“Justin’s leadership and vision reshaped our brand from the ground up—bringing a fresh visual identity and creative rigor that changed how we market, sell, and present ourselves in the industry.” — (Internal sentiment paraphrased from role impact)
Conclusion / Analysis
This was a defining project in my growth as a creative leader. Town Talk challenged me to merge high-level strategy with hands-on execution—delivering not just visuals, but systems, workflows, and talent development. I evolved from a production designer into a department builder, driving real business impact through design leadership. It remains one of my proudest transformation stories.
Role Summary Snapshot
- Role: Lead Creative, Marketing Director
- Team: President/VP, Photographer, Junior Designer, Designers
- Tools: Figma, Illustrator, InDesign, Adobe CC Suite
- Team: President/VP, Photographer, Junior Designer, Designers
- Tools: Figma, Illustrator, InDesign, Adobe CC Suite
Extras (Optional)
✉️ Link to full deck or style guide (PDF)
📥 Downloadable assets (if relevant)
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