Montreval Country Club: a case study by LAIN

Montreval Country Club

Geneva, Switzerland

Identity, brand in use, social media, prospectus, website

2026

A club with
nothing to prove.

Montreval did not need to be louder. It needed to look like itself wherever people meet it: on the course, in the clubhouse, in a feed and in the first thing they read about joining.

So the work had one rule: calm, private and unmistakably established, without ever looking dated.

Morning on the course

A lion,
holding a putter.

Heraldry without the ceremony. The lion is drawn in straight runs between fixed points and softened only where the eye needs it, so it holds as a ball marker, an embroidered crest and a sign on the clubhouse wall.

1. Guides and circles set the proportions.
2. Straight runs, node to node.
3. Filled, it reads at any size.

An identity,
not just a logo.

The wordmark is set in Neue Plak with Country Club in a formal script beneath it. Around it sit four colours, a strip of diamonds and lions that runs along every edge, and a pattern for knitwear and print.

Primary lockup

The lion on the ball

Colours

Construction

The strip

Typography

Pattern

Member card

Then everything
it touches.

Walls, caps and gloves, embroidery, member cards, carts and the signs on the course. Each piece takes only what it needs from the system, so the club reads the same from a scorecard to the clubhouse wall.

Clubhouse wall

Cap and glove

Embroidery and member cards

Carts

Signs on the course

The strip on green

Pattern and profile

A feed that
looks like the club.

Posts and stories built from the same lion, the same greens and the same light, so the grid reads as one place rather than a stream of announcements.

Post

Story

Post

Stories

Posts in the feed

Feed

One story,
eleven swipes.

The carousel we posted to show the work: the cover, the lion drawn node to node, the club's profile, then the prospectus, the feed and the website, slide by slide in the order it was read.

The prospectus cover

The lion, node to node

The profile card

Details from the website

The prospectus

The website

The glove

A better way to play

Every page

The swing

The pages, side by side

And the deck
that sells it.

The membership and partnership prospectus, written in the club's own voice: the course first, then the clubhouse, membership, partnerships and a private way to start a conversation.

Cover

The club

The course

The clubhouse

Membership

Partnerships

A private conversation

Contact

A website that
feels like arriving.

Four pages: home, membership, about and partnership. Paper grain, the club's photography and the lion pressed like a seal, paced so a visitor slows down the way members do on the course.

The Montreval way

A more considered way to belong

A more personal way to play

Built on shared distinction

Every piece,
as it was posted.

The covers we made to share the work, one for each part of it: the four pages of the website, the prospectus, the feed, the brand in use and the identity boards.

Website - Home

Website - Membership

Website - About

Website - Partnership

Prospectus

Social media

Brand in use

Brand identity

Brand identity, on black

Out of the ordinary, top to bottom.

One studio from the first sketch of the lion to the last page of the website, so every piece was made knowing what the others would be.