The Nth Degree Club branding

Logo, naming, brand guidelines and printed materials for an exclusive private members’ club offering its members exceptional service and money-can’t-buy benefits.

Objective

Create a brand, including a name, logo, brand guidelines and business stationery, that communicates the offer of a new private members’ club aimed at a discerning audience.

Solution

A competitive marketplace and an unfavourable economic climate meant that any new entry into the sector needed to immediately communicate its core values to get noticed. A naming excercise rejected the more esoteric names common to many of the club’s more established competitors in favour of a phrase that clearly communicates the brand’s core offer. ‘The Nth Degree Club’ references the fact that the club’s limited membership enables its staff to go to almost any lengths to meet member requests.

By way of balance, the logo and accompanying visual identity were designed to add a layer of mystery, intrique and exclusivity. A bold ’N’ marque can be used with or without the accompanying logotype, depending on context.

We produced a set of business stationery that was simple, elegant and luxurious. Business cards, letterheads, compliment slips and press folders were foil-blocked onto either black board or premium white uncoated paper. This was supplemented by a set of comprehensive brand guidelines. This document provides brand partners with details of logo usage, brand typography, colour palette, imagery and more.

Success

The identity and collateral have helped secure a number of premium brand partners alongside a group of high-profile founder members. The brand will be launched to prospective new members in the middle of 2010.