Project Overview
About the client
Town Talk Headwear is a 100+ year-old American manufacturer based in Louisville, KY, known for premium golf and lifestyle headwear. With deep roots in traditional embroidery and wholesale sales, the brand needed to modernize without losing its heritage foundation.
My Role
As Senior Designer and Creative Lead, I partnered with executive leadership and production teams to overhaul Town Talk’s entire creative operation. I led a full transformation of the brand — from visual identity and marketing systems to web design and photography direction — while also building and managing the company’s first internal Creative Department.
I worked across multiple channels, including catalog and print design, digital campaigns, e-commerce, and packaging. My work was featured multiple times in the PGA of America Magazine, and played a key role in evolving the company’s brand perception and market relevance.
The Challenge
Town Talk had strong historical DNA but lacked cohesion in its modern identity, digital presence, and visual systems. The brand’s assets, messaging, and design execution were outdated — and there was no infrastructure in place for a scalable, in-house creative operation.
The Approach
My mission was to bridge the company’s rich legacy with a modern, editorial aesthetic rooted in craft, labor, utility, and timelessness. This included:
• Rebranding and refreshing the logo, type, and color system
• Redesigning the annual sales catalog from cover to print delivery
• Designing marketing campaigns for print, digital, and PGA-aligned events
• Launching the company’s first modern e-commerce platform
• Producing high-quality product imagery and embroidery mockups
• Establishing and staffing a fully functioning Creative Department
I worked directly with the President, VP, sales, and production teams to align creative output with business strategy — bringing clarity, cohesion, and a lasting creative foundation to the company.
Key Highlights
• Created high-performing ads for PGA of America Magazine
• Led internal cross-functional campaigns for sales + seasonal promotions
• Established an organized art/media library for legacy and new content
• Represented the brand in external-facing media and trade events
• Trained and mentored new hires including a Director of Digital Media
The Process
Brand Identity Overhaul
📌 Logo Refinement · Typography System · Color Palette · Brand Voice
I guided user testing and refinement of the existing logo to modernize without losing heritage recognition. From there, I created a full brand style guide defining color, type, messaging tone, and usage systems across print and digital.
Marketing Design Systems
📌 Print Advertising · Catalogs · Campaign Visuals
I created seasonal marketing campaigns and product line visuals—designing all catalogs, print ads (notably monthly placements in PGA of America Magazine), and digital media. Campaigns included:
Sales Catalog / Magazine Production
📌 Full-cycle Oversight · Layout · Print Vendor Coordination
I oversaw the entire annual sales catalog release from start to finish — including layout, photography direction, pagination, and vendor management. Worked with internal teams to organize product lines and ensured successful delivery with our print partner.
Web & E-Commerce
Daily Design Ops & Systems
📌 Embroidery Artwork · Customer Requests · Asset Management
I worked closely with the sales team on day-to-day customer orders—creating embroidery mockups, adjusting artwork for work orders, and managing production-ready files. I also audited the entire archive of legacy artwork and built an organized, searchable asset system.
Live Event / Booth Presentation Design
PGA Merchandise Show – Orlando, FL (2016)
For the 2016 PGA Merchandise Show, I led the creative direction and visual execution of Town Talk Headwear’s booth experience — one of the company’s most high-profile brand activations to date.
My responsibilities included:
• Designing branded display walls and product presentation systems
• Curating hat and apparel layouts for maximum visual impact
• Overseeing booth signage, lighting design, and spatial layout
• Producing branded marketing materials and takeaways for attendees
• Coordinating with the sales and event teams for on-site alignment
I also created supporting print assets (product sheets, catalogs, promotional items) to create a cohesive look across the full show presence. The goal was to bring Town Talk’s revitalized brand identity to life in a high-traffic, real-world environment — and create a space that felt modern, relevant, and rooted in legacy.
Creative Department Development
📌 Hiring · Mentoring · Workflow Systems · Cross-Dept Communication
I established the in-house Creative Department from scratch—hiring, onboarding, and mentoring a Director of Digital Media and Junior Designer. I led quarterly design meetings, built a shared art/media drive, and served as primary creative liaison to the company’s President and VP.
Strategic Challenges / Solutions
Outdated visual identity
→ Led a full brand refresh, refining the logo and building a modern design system that honors legacy
→ Led a full brand refresh, refining the logo and building a modern design system that honors legacy
No e-commerce presence
→ Designed and launched the company’s first online storefront, bridging B2B catalog sales and DTC experience
→ Designed and launched the company’s first online storefront, bridging B2B catalog sales and DTC experience
Siloed communication across departments
→ Integrated sales, design, and production teams into a unified creative workflow and campaign strategy
→ Integrated sales, design, and production teams into a unified creative workflow and campaign strategy
No creative infrastructure
→ Built and staffed an in-house Creative Department from the ground up — including hiring, onboarding, and process development
→ Built and staffed an in-house Creative Department from the ground up — including hiring, onboarding, and process development
Limited visibility at events and promotions
→ Designed branded vendor booths and seasonal campaigns aligned with PGA events and sales initiatives
→ Designed branded vendor booths and seasonal campaigns aligned with PGA events and sales initiatives
Results & Impact
• Elevated brand presence — featured in PGA of America Magazine (multiple issues)
• Established the first in-house Creative Department in company history
• Led design and launch of the company’s first e-commerce platform
• Delivered cohesive seasonal campaigns across print, digital, and sales teams
• Created high-quality product imagery and embroidery mockups for client proposals
Testimonial:
“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.” — (Joel Gary, President of Town Talk Headwear)
“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.” — (Joel Gary, President of Town Talk Headwear)
Conclusion / Analysis
This remains one of my proudest brand transformation stories. Not only for the aesthetic results, but for the systems and culture it helped create. It was creative work that delivered real business outcomes — and it laid the foundation for the company’s modern era.
This was not a portfolio project — it was a transformation.
My work with Town Talk Headwear touched nearly every surface of the brand — from identity and photography to workflows, asset systems, and cross-departmental creative operations. I helped reimagine a 100-year-old company from the inside out.
This was a defining chapter in my growth as a creative leader. It challenged me to merge high-level strategy with hands-on execution — delivering not just visuals, but sustainable systems, workflows, and a creative team. I evolved from a production designer into a department builder, and the work we produced continues to define the brand today.
Role Summary Snapshot
• Role: Lead Creative, Marketing Director
• Team: President / VP · Photographer · Junior Designer · Designers
• Tools: Figma · Illustrator · InDesign · Photoshop · Lightroom · Adobe CC
