Inclusive Exclusivity

University Club at the University of Alberta
Identity + Print  | 2018-2020

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CHALLENGE  The Faculty Club has been a staple of campus life at the University of Alberta since the early 1900’s. It has changed hands and decor often in the past century, but it has never changed its mission. Potential new members were often deterred by the simple fact that they were not “faculty”. In 2017, The Club came under new management and took a hard look at their membership with the goal of creating a sustainable community that actively attracts younger members.

SOLUTION  In early 2019, the board voted to change the name to The University Club to better represent a more inclusive, mentorship-focused mandate. The new visual identity was the major tool used to signal this systemic change. It pulled from mid-century print design to tie in both the building’s architectural style, and tickle the fancy of academics no matter their discipline.

FEEDBACK  With these changes, as well as targeted marketing and a new membership drive, The Club was able to increase its membership base by over 30% in 6 months.

WORK
Targeted Marketing Campaign, Strategic Planning and Consultation, Identity Design, Print and Digital Design