A global refresh
2020 saw private members club, Soho House, have their first venture into a serious digital product. With the business reinventing digitally to be accessible to members, we identified a need to align the brand across all its touch points. Through a global refresh, we created an approach that worked both digitally and in print for a multifaceted business. As a members club for the creative industries, it was crucial the identity felt modern, neutral and not overtly stylised, allowing the Members to do the talking for the brand.
We refined the brand with a monochrome palette, modernising the aesthetic with the introduction of font ‘faro lucky’, and creating a flexible grid system that links back to the brands 3x3 icon. Every layout across digital and print uses a grid divisible of three, creating a scaleable brand toolkit that works to any format. On major brand touch points we introduced a bespoke pattern created by illustrator Zac Fay, based on the memorable aesthetics of the Houses world wide.
In house team - Soho House
Creative Direction - Ruth Costello & Belinda White
Branding Lead - Daisy Hardman
Designer - Alex Scott
Digital Direction - Ulrich Boulton
Motion Design - Murry Hussain
A major brand touch point includes the in-room collateral for the businesses global hotels. To create a seamless brand identity across membership, digital and hospitality we reinvented the approach to a traditional hotel room directory. The modern approach uses a screen printed, linen covered box, with a matt black ring binder and internal pages printed on Munken lynx paper. The new style allows for operational ease through removable pages, creating an elegant format to use through all the Houses globally, that allows the business substantial savings compared to previous styles. Now accessible by QR code and viewed in a digital format. Bespoke illustrations created for each site.
