Case study · 04

SANA Golf

We designed SANA's brand from the ground up and built their first-ever fully cut-and-sew collection, then led creative direction for the launch shoot featuring recording artist Quinn XCII. The goal was to blend streetwear with golf: a collection people can wear on and off the course.

Services: Brand identity
Cut & sew collection
Creative direction
Campaign: SANA Golf ft. Quinn XCII
Launch: In person 8/17
Online 8/19
Year: 2024

Looking up from inside the cup at a golfer holding a SANA-branded ball

Golfer lying on the green surrounded by golf balls, with a SANA Golf Club towel

01 — Identity

A golf club with history built in.

A fully designed identity that borrows the heritage of a members' club and makes it feel like streetwear: an SA monogram, a laurel crest, a vintage swing illustration and a stencil wordmark. The suite works at every size, from hat embroidery to towel prints.

02 — Collection & campaign

On the course. Off it, too.

SANA's first fully cut-and-sew collection, built entirely by us: crest polos, color-blocked windbreaker sets, relaxed trousers, caps, socks, a bag and a towel. We also art-directed the launch shoot with Quinn XCII, styling golf classics the way you'd wear them off the green.

Cream SANA crest polo with black trousers, holding an iron

Black and white color-blocked SANA jacket and shorts set

Crouching on the green in the SANA crest polo and cap

Mid-swing on the tee in the black and white SANA set

Walking the fairway with the green SANA bag and towel

In the bunker in a sage polo and cream trousers

Relaxing in an Adirondack chair in a khaki and navy SANA set

“This collection moved us out of the Detroit merch category and solidified us as a real brand.”

Michael Sana — Founder, SANA

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