The 150 year-old private members club, with former members including Dickens, Hepworth, Pissaro, Conan Doyle, Hockney amongst others, was fading away with an ageing membership and an old fashioned interior and approach. To revive it’s vitality a new identity was needed to appeal to a new audience and new investors.
By looking back at the history of the club and the feats of the past members, the idea that the club was the vessel that hosted stimulating art, conversation and entertainment was formed. This idea was developed visually, maintaining a balance between heritage and contemporary values.
The result was to successfully attract investment from a consortium including Gwyneth Paltrow, and to engage a new high net worth membership base.