The Underground
The Underground is a private golf collective. A secret society built on scarcity, craft, and belonging. Founded by Mark Wahlberg, Doug Meijer, and Garry Singer. Not everyone gets in.
What Wasn’t Working
The Underground started as three friends, Mark Wahlberg, Doug Meijer, and Garry Singer, making golf balls for themselves. When the right people started asking, they knew they had something real. But a concept this exclusive couldn't rely on normal branding.
A loud look would betray everything the brand stood for. They needed a look that felt like a secret: one that showed prestige without showing off, and quietly filtered out anyone who didn't already belong.
How We Solved It
We designed the whole look around one symbol: the sewer cap, a sign of hidden access, depth, and an unseen network. The colors are dark and muted: black, deep maroon, nothing loud.
The logo family covers the sewer cap logo, a staircase U, the UG shield, and manhole-style lettering. Each one is a signal the right person recognizes right away. The landing page was built to filter, not sell.
The copy acts like a velvet rope. The wrong visitor bounces. The right one feels like they've finally found the door. Four sections: the ball, the membership, the founders, the application. No buy button anywhere.
They don't chase. They wait.
What We Delivered
A full brand identity: the complete look of the business. The sewer cap logo, alternate logo versions including the staircase U and the UG shield, a dark color palette, and fonts, all built to feel like a secret worth keeping.
Plus a single landing page designed to filter exactly 500 founding members from everyone else, with four sections and an application instead of a checkout.
The Result
The Underground launched and drew the wrong kind of attention, in the best possible way. A Forbes feature followed. Athletes and celebrities started asking for access, the same way the right people had asked about the golf balls.
Founders Mark Wahlberg, Doug Meijer, and Garry Singer opened 500 founding memberships. A brand that proved exclusivity doesn't need to announce itself. It just shows.
