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 90-year old, member-supported non-profit, the Club experience needed modernizing while honoring the history and legacy of this beloved Seattle institution. I stepped in as a creative catalyst to drive brand cohesion and creative direction, developing an effective creative strategy and rebranding effort covering: 3 restaurants, a gym, spa, wellness center, barbershop, hotel, monthly events, and an 86-page bi-monthly editorial, and more, all housed within the 21-floor historic Club environment. My approach involved a 3-phase process over a 2-3 year period:
Phase 1: A 6-month audit of internal creative and marketing operations, including stakeholder interviews; fixing tools and operational issues necessary for supporting high-value design work and strategy development for a future rebrand effort.
Phase 2: A 12-month undertaking to move the Club from no brand strategy and zero visual cohesion to a ‘House of Brands’ experience. Developing and implementing brand cohesion and visual systems across multiple channels in order to improve Member & Club experience, and to better market events and campaigns.
Phase 3: A comprehensive rebrand with the goal of moving the Club from a ‘House of Brands’ to a ‘Branded House’. As a heritage brand, the Club would be brought into the 21st century through a modernized brand experience inspired by the Club’s historic art deco design motifs, historical imagery, artifacts, stories, and most importantly, the communal and relational legacy the Club was built on.
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