The George Club - Full Brand Identity

 

THE OPPORTUNITY

Shauna Cernovich and Mike Cernovich approached me to create the full brand identity for The George, a private members club in San Juan Capistrano, California. Set inside a historical mansion, the club is designed for real conversation, cigars, whisky, and thoughtful gatherings. With cigar lockers, a podcast studio, intimate rooms, and guest accommodations, the brand needed an identity that felt prestigious, masculine, and rooted in story.

 

With no existing visuals, my task was to build a complete identity system: a coat of arms, a custom logotype, symbolic illustrations, a flexible icon set, colour palette, typography, and the overall visual tone for the brand.

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THE SOLUTION

Working closely with Shauna and Mike, we began with the story behind the name. The George comes from the ghost of the old groundskeeper said to linger in the building, often recognised by the scent of cigars. This atmosphere of history, ritual, and quiet mystique shaped the creative direction.

 

I created a full coat of arms featuring a stag and a fox as guardians, and at the centre of the identity, The George is represented by an owl. The owl was chosen for its watchful and silent nature, a creature with open eyes and quiet presence, mirroring the spirit of the club itself. The open book below it symbolises learning, clarity, and thoughtful living. All elements were illustrated by hand to feel historic, textured, and intentionally imperfect.

 

The final identity is refined, lived-in, and timeless. It captures the essence of The George: a sanctuary for presence, conversation, and camaraderie.

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Client: The George Club

Services: Logo Design, Illustration & Brand Identity
Photos: Gaspar Costa

Year: 2025

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