PROJECT DESCRIPTION

Clubhouse’s overnight success took them from beta-test to world-wide brand before they had a chance to explain who they were. So, when they reached out to us to help tell their story to coincide with the opening of the Clubhouse platform to everyone, our question was: How do you launch a brand that everyone thinks they already know?

Clubhouse wasn’t a blank slate. While they had elements that people associated with them—like black and white portraits —they hadn’t found a way to uniquely relate them back to their brand. We saw our role clearly: Make those existing elements distinctly Clubhouse—both visually and experientially—so they could feel each moment within the brand as uniquely Clubhouse.

Clubhouse told us, "Please. I don't want another 'C' logo!"—and neither did we. We began to think how their symbol could celebrate the people who use Clubhouse. We were inspired by the universal behavior of “talking with our hands” when we speak and other hand signals people use to communicate. So, we “designed” a gesture for Clubhouse—a hand making the letter C. Not only would this put people front and center, it also kept their tradition of using the app tile to showcase Clubhouse users.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as change agent

Client Relationship: Unknown (NA) / Other (if other, please explain) NA

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Confidential / Not available

Production/Execution Budget: Confidential / Not Available

Source of Funding: Client

Typefaces:

Paper:

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CREDIT INFORMATION

Creative Director: Nick Ace

Art Director: George Lavender

Designers: Xinle Huang, Barney Stepney, Eric Park, Bryan Chu

Researchers:

Developers:

Copywriter: Tom Elia

Illustrator:

Photographer: John Cannon, Michael Cedeno, Mayank Sharma

Printer:

Producer:

Other Credits: Ian Aronson - Senior Business Director, Arielle Kroloff - Business Director

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