BRANDING

The Los Angeles Athletic Club was for sale and needed a rebrand to increase its value. I focused on their identity while honoring their nearly 150-year history. As the first social club in Los Angeles, known both for innovation and tradition, we created a new stylized logo, font, an all-access video campaign, and revamped their website to meet today’s mobile standards. This significantly increased their value and patronage—the campaign was a major success, resulting in a final sale of over 2 billion dollars, setting a record for private clubs nationwide.