We were approached to create a brand for the club and refine the club proposals to aide the planning process. The challenge was, not only to create a destination, but a brand platform which would generate interest and ultimately club membership prior to opening.
The team conducted in-depth research to obtain a clear understanding of the private club landscape. To back this up, we used customer profiling to pinpoint the potential members. From this we delivered a brand bible and defined 67 Pall Mall’s brand cornerstones.
The branding affirms the club’s 1930’s Lutyens architecture heritage with its angled lines and clean fonts, this combined with a rich colour palette and indulgent imagery, perfectly communicate the brand ethos. In addition to the branding, we developed ways to bring the club’s personality to life. The first being a case bound book and members pack. These have been so successful that lifetime memberships had already been fulfilled before the club opened its doors.