The Duquesne Club is a private city club known for luxury in everything it does for its members. For good reason: its members are among the most affluent in the region. To respond to persistent market trends and the ever-present growth of competition, our agency was tasked with giving the club a brand refresh to spur engagement.

To reach this high-spending, refined audience, we crafted a high-end lifestyle magazine that fits the club’s brand and puts members in the spotlight. We chose a seasonal print magazine because it reflects the club’s persona: an intellectual piece of legacy media with a focus on luxury and lifestyle. The design aesthetic was chosen to pair well with the club’s branding—bold, rich and classic, with a mix of lifestyle and club features and news.

The design aesthetic was chosen to pair well with the club’s branding—bold, rich and classic. The tone we chose is relaxed and indulgent—the same air the club works to impart to its members. Club administration was so impressed with the initial response that they have agreed to printing future issues without compromising print or content quality. Members look forward to receiving this issue, and many have volunteered as contributors to the magazine.