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BERNHARDT FUDYMA DESIGN GROUP

Thinking about brands in transition

It’s where you belong.

How one venerable institution energized its brand identity

to appeal to a younger market.

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


CONTEXT

THE LARGEST COLLEGE CLUBHOUSE IN THE WORLD

Founded in 1897, the Yale Club of New York’s current building on Vanderbilt Avenue opened in 1915.

Hailed for its dignified neoclassical design, upon opening the building became, and continues to be, the

largest college clubhouse in the world. During the past century members of the Yale Club have included

leaders in government, business and the arts.

A recently completed $10 million capital improvement program combines modern amenities such as

wireless Internet service and contemporary gourmet dining with the tradition and understated elegance

of the historic clubhouse.

Concurrently, the Club commissioned the Bernhardt Fudyma Design Group to perform a complete overhaul

of how it communicated with its members, guests and the general public. The goal was to create a more

interesting and exciting persona to promote their high quality events, amenities and networking opportunities.

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


CONTEXT

THE ASSIGNMENT

Although the Club had its own communications staff, there was no established identity that provided a cohesive

visual imprimatur for its many brand touchpoints. Our task was to audit and review all of the Club’s existing

communication materials, assess their current formats, content and reproduction logistics, and develop a

graphic system that would coordinate the various materials needed to market the club, communicate with

members and inform hotel guests.

Marketing and advertising

materials, club member

communications, and public space

announcements had been designed

and produced on an ad hoc basis

with little or no visual consistency.

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


CONTEXT

SOLUTION

ENGINEERING THE GENETIC CODE

Incorporating the two most common visual elements from their old materials - the Club’s logo* and a

horizontal banding element - we created a common graphic identifier that would appear on all new materials.

* We also made some design and typographic

refinements to the logo to create a more compact

and visually sophisticated monogram.

A simple, 3 x 3 underlying matrix created limited options for the placement of the logo band, but allowed for

numerous document layouts when considering all of the possible grid intersections and page delineations.

Yale’s signature navy blue

accompanied by a brighter

complementary color palette and

a standard font family rounded

out the Club’s new DNA.

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


CONTEXT

SOLUTION

ENGINEERING THE GENETIC CODE Continued

Imagery of the Club’s classic architectural details and its various facilities was to be a integral part of the new

brand’s visual persona, and all materials were to feature such imagery. A photographer was hired to capture

the Club’s physical environment and create a high quality digital image library that could be drawn upon for all

future communication efforts.

In addition, top line messging

was to include action words

that invited members and

guests to take advantage of the

club’s amenities and events.

relax with a famous

yale club MARTINI

ON THE ROOF TERRACE

CELEBRATE

SUMMER IN THE CITY

Introducing the Summer Prix Fixe Menu

Featuring complementary hors-d’oeuvres on the Roof Terrace

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


context

solution

application

MARKETING THE CLUB

To fulfill requests for information about the Club from potential new members and others considering using

the Club’s banquet, catering or other event facilities, we developed a generic overview document that could be

tailored to various audiences with imprintable inserts that provided details specific to each inquiry.

The underlying matrix also informed

the physical structures of components.

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


context

solution

application

MARKETING THE CLUB Continued

By ‘expanding’ the Club’s tagline we created a series of mailers that could be written to publicize specific events

or offerings. They were sent in translucent vellum envelopes (addressed and stamped on the flap side) so the

message was immediately visible to the recipient.

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


context

solution

application

KEEPING MEMBERS INFORMED

We applied the new branding system to a redesigned monthly newsletter, the Club’s annual report, event

calendars and informational posters that appeared in the lobby, elevators and other public areas.

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


context

solution

application

ASSISTING HOTEL GUESTS

The Club boasts 10 floors of first class hotel rooms to accommodate members and guests. We extended the

new branding to concierge desk items such as event information brochures which could be updated daily,

elevator notices and electronic room keycards that advertised the Club’s many amenities.

Taste our tapas

on the terrace

Enjoy a book

from our library

Sip a cocktail

in the lounge

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


THE RESULT

“Our work with Bernhardt Fudyma began with a 40,000 foot view of how the Club’s facilities, services, brand

and member experience had evolved over the past 10 years. The Club had become a Platinum Club of America

because of its services and amenities but we lacked the proper communications tools to let our members know

about all the extraordinary events and news surrounding the Club. Bernhardt Fudyma’s experience was invaluable

in designing a strategic branding system that allowed the Club to produce professional communications inhouse,

saving us time and money. Now our website, newsletter, event posters and marketing promotions all

have an integrated design. BFDG’s efforts allowed the Club to re-brand itself to members and to have greater

impact and relevance when communicating with prospective members, especially younger alums.”

Timothy Hill

director, marketing and communications

the yale club of new york city

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com


WHAT ABOUT YOU

The Bernhardt Fudyma Design Group creates branding and graphic solutions for organizations in transition –

whether due to acquisitions or mergers, expansion into new markets, or the need for increased visibility or

differentiation in existing markets. Each brand identity project we’ve encountered has inspired the client to move

beyond business as usual and the results can be invigorating.

We look forward to helping you do the same.

To learn more about this and other brand positioning and identity systems created by Bernhardt Fudyma, contact

Craig Bernhardt:

craig@bfdg.com

212.889.9337

BERNHARDT FUDYMA DESIGN GROUP

Thinking about brands in transition

www.bfdg.com

© 2010 BERNHARDT FUDYMA DESIGN GROUP www.bfdg.com

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