This was a significant goal for the Duquesne Club which has been around since 1873. With their membership profile evolving, we wanted to create a brand that combined the legacy of their traditions along with a more contemporary look for now and into the future.
The creative process included an in-depth series of surveys and focus groups or members and non-members. The findings confirmed that we needed to pay close attention to the history and legacy of the Club while integrating a modern take. Also, during a marketing audit, we uncovered about 6 different logos being used throughout the Club as well as its marketing arsenal. So, consistency of brand was also important.
The results have been phenomenal with both Club membership and staff embracing the new look, feel and messaging. They have already begun to implement the brand into their marketing, communications and even architectural elements.