Membership Campaign: Samena Club
The Samena Club is the premiere nonprofit recreation center on the east side of Seattle. Already known for best-in-class aquatics and children's programming, the Club needed an elevated design and fresh brand voice to take it into its upcoming season.
As Deputy Director, part of my role is advertising campaign development and creative strategy. Samena needed a campaign that would grab the attention of its target audience and build a following of passionate, diverse families like the ones already in love with the Club.
Project scope: Creative Direction, Strategy, Messaging, Positioning, Brand Voice, Brand Identity, Typography, Photography, Design, Social Strategy
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My team needed to create a tone for the new membership campaign that would match the vision of the club's next season. A season of dramatic growth and dynamic change at a club that's been a fixture in the community for over sixty years. Samena is competitively situated between municipal organizations and private, high-end clubs. The campaign strategy needed to elevate the Club's image while maintaining its neighborhood vibe.
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Simplicity is less. Less is more. And in Samena's case, less was the key to the new season. In a crowded media landscape, particularly in the health, wellness, and recreation industry, simplicity has the power to elevate the brand and help us stand out from the crowd. Adhering to a simple message and voice gives us the power to cut through the noise and get noticed.
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With the goal of reaching a diverse demographic, my team leveraged powerfully simple elements like monochromatic photography, elegant and contemporary typography, and liberal use of white space.
Punching through the delicately balanced design, we moved Samena's orange accent color to center stage in our headline copy.
Finally, we rooted the campaign vibe in a light, satin, powdered color palette, using contrasting blue and warm tones derived from Samena's campus pools, façade, and outdoor spaces.
