Royal Scots Club
The Royal Scots Club had a challenge, they wanted to increase their membership and appeal to a younger demographic.
They wanted to introduce the club as a social space where their members can experience luxury mixed with heritage. They had an open membership, but they were seen as a purely military members club.
I was briefed to create a website that nodded to the heritage of The Royal Scots Club, whilst having a modern and elegant visual language.
Creative Direction
Art Direction
Design
Brand Identity
Brand Experience
Development
Making membership memorable
Using modern type combinations and by doubling the image components the connection between the old and new could be visually established. Updating the brand colours, adding modern type to the logo, adapting and using the logo assets to build the brand’s visual language.
Challenge
Design a website that appeals to a younger demographic whilst maintaining the heritage for current Royal Scot’s Club members.
Action
I modernised the brand language by adapting colours, type and visual assets. With the brand personality established it was time to showcase what the club had to offer, from luxury stays, to conference rooms and memberships.
Result
The Royal Scot’s club saw an uptake in not only memberships but hotel and conference bookings.