Gold Club
Branding + Art Direction
The Gold Club (and its sister TheatreClub in the UK) is a members-only service in New York City with exclusive access to Plays, Musicals, Opera, Cabaret, Concerts, Museums, Film, Dance, and more. Due to the unique, enclosed nature of their business, The Gold Club was struggling to properly convey their business values and were struggling with conversions. Our initial brief was to just improve upon the existing visual brand to increase awareness and desire, but after our initial research, empathy and journey mapping and user testing, we were able to convince their team to re-approach their entire users' journey. A phased approach, phase one has seen an increase in conversions of over 26% to-date.