MIDTOWN ATHLETIC CLUB
Midtown is a luxury athletic club that inspires members with resort-like environments, personal attention, and strong communities. Previously, its vast offerings and fragmented branding made it hard for prospects to understand its value. We developed a unified look and feel that tells Midtown’s story across all touchpoints in the buying journey.
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Services: Brand Strategy / Package Design / Creative Direction
Agency: In-House
Role: Creative Director
Credits: Katie Rivich, Kara Kopec, & Maddie Bechtel (Designers)
We designed this club overview catalog for prospects to peruse while they considered their decision to join.
Brand new members are granted this memorable welcome box containing an RFID bracelet that unlocks virtually everything in the club.
We completely overhauled Midtown’s guidelines to create more harmony among their studio sub-brands, while appealing to various audiences.
