Carousel Club at Gulfstream Park

Client: 1/ST

My work at Carousel Club at Gulfstream Park into a standout entertainment destination with brand identity work that perfectly balanced whimsy and sophistication for the 14,000 square-foot open-air venue. Recognizing the need for feminine positioning to differentiate it in South Florida’s competitive entertainment scene, I conducted thorough market analysis and presented strategic recommendations to executive stakeholders that proved successful.

My approach yielded a distinctive logo and icon mark capturing the venue’s playful yet elegant essence, supported by a versatile color palette and typography system designed to seamlessly transition from day to night experiences. I extended this vision beyond visual elements to influence interior design decisions, furniture selection, and fixture choices, creating a cohesive customer experience throughout the tented and open spaces, spacious deck, and signature Carousel Bar.

The result is a flexible yet recognizable brand identity that positions Carousel Club as a premium destination capable of hosting various themed events and corporate takeovers while maintaining its distinctive personality.