PHASE 2: ‘HOUSE OF BRANDS’ EXPRESSION & CAMPAIGN MARKETING
WAC Wellness Center Branding & Campaign Dev
WAC Spa Branding & Campaign Dev
WAC Barbershop Branding & Campaign Dev
WAC Athletics Branding & Campaign Dev
WAC Core Branding
WAC Friends & Family Marketing Campaign
WAC Jubilee 90 Event
WAC Holiday Mini Magazine
washington athletic club
brand & campaign development
OVERVIEW
Washington Athletic Club had been without a cohesive brand and creative strategy for decades. As a member-supported non-profit, they lacked the resources and expertise to bring the Club’s brand and member experience into the 21st century. I stepped in as a creative catalyst to drive brand cohesion, and the development of an effective creative strategy and rebranding effort covering: 3 restaurants, a gym, a spa & wellness center, a barbershop, a hotel, monthly events, a bi-monthly editorial, and the 21-floor historic Club building itself.
Phase 1: A 4-month audit of internal creative and marketing operations; fixing tools and processes necessary for supporting high-value design work and rebrand effort..
Phase 2: Moving from no brand strategy or visual cohesion to a ‘House of Brands’ approach. Developing and implementing brand cohesion and visual systems for each Club channel in order to improve Member & Club experience and better market events and campaigns.
Phase 3: A large rebrand effort with the goal of moving the Club from a ‘House of Brands’ to a ‘Branded House’.
ROLE
Creative strategy, art direction, design management, project management.
DELIVERABLES
Strategy and art direction; brand & campaign assets.
Content: Darrick Meneken & Mae Jacobson
Design: Tiffany Smith, Ashley McGowan & Danielle Sovet