Populace is New York City’s first ever disc golf brand. Yes, disc golf. I created a ground-up brand platform and led a team of creatives to rebrand disc golf as a unique alternative to all the done-to-death hobbies that everyone in NYC seems to have. Don’t follow the pack, fly off course with Populace.

On social and OOH, we established what disc golf is by taking aim at everything that it isn’t.

In coordination with the NYC Parks Department, we put on a free, open invitational disc golf tournament on Governor’s Island: The Fly Off Course Open.

Made with an army of side-hustling creatives, designers, 3D animators, content creators, and most importantly, the founder of Populace, Alex Bender.