Caddyshack Project
Brand Asset Design 2026:
Designing approachable conversation through playful education
Caddyshack, a sexual health not-for-profit organisation, needed a 12 part postcard series plus social media assets that communicated essential sexual health information to 16-29 year old's at an accessible reading level with a discreet and approachable tone. The Flowstate Studios team developed three conceptual directions: Safe Space, Juicy Details and Safe to Send. After initial client feedback which led us towards the Safe Space concept, we refined the editorial style postcards and social media assets through screen tests, print tests, client reviews and a colour system explicitly built to stand beside Caddyshack's existing identity. My team members and I all contributed to the final outcome of this project. However, I played a critical role building design systems, layouts and assets across the campaign and designing and assembling the final portfolio, while acting as one of the primary points of communication between the team, client and tutor. The result was 12 editorial-style educational postcard assets, an accompanying social media suite and an editable Canva template, delivered to a real client for long-term use beyond the scope of this project.
Acknowledgement
Flowstate Studios was a collaborative brand identity project, developed alongside cofounders Olivia Galea, Rebekah Oehm, and Zali Lyth.
Thank you to Olivia, for her sharp eye and instinct for pushing our concepts further. To Rebekah, for the energy and openness she brought to every critique. To Zali, for grounding our ideas with clarity when the work needed structure.