The Duquesne Club is known for imparting luxury in everything it does for its members. For good reason: its members are among the most affluent in the region.
But when faced with increased competition, the historic club looked for new ways to refresh its image and increase member engagement.
In order to give the club a modern spin while retaining its historic feel, the Agency ushered in a rebranding complete with a new lifestyle publication.
Based on member demographics, the goal was to create branding guidelines that resonated with readers in the same way that the club itself does: as a luxurious retreat, a home away from home.
The new branding aesthetic included bold reds, deep blacks and a rich gold, complemented by fonts and design elements that echo the club’s refined taste with whimsy. The tone E/S chose is relaxed and indulgent—the same air the club works to impart for its members.
To reach this high-spending, refined audience, E/S crafted a high-end lifestyle magazine that fits the club’s brand and puts members in the spotlight—while also reflecting the look and feel of the new, refreshed branding.
The Agency chose a high-quality, heavy paper stock to give the 80-page magazine a substantial feel—something members would be proud to display as a coffee table book. The content is a mix of lifestyle and interest pieces with club features and news.
After the new branding and magazine was launched, response from club administration and membership alike was astounding: it was an instant hit at the Duquesne Club.
The E/S Treatment: