Samena Club
Samena Swim & Recreation Club is a 501c7 nonprofit community center focusing on wellness, education and fun. As Deputy Director, part of my role is brand development and creative strategy. Recently, our in-house team focused on elevating our brand voice and design in order to drive new member growth, engagement, and retention.
Project scope: Brand Strategy, Brand Identity, Art Direction, Logo Design, Copywriting, Packaging, Social Media
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Our team set out to refresh the Samena Club's brand voice, look, and feel by leveraging both the 60-year history of the Club, and the dynamic, family-friendly, global community new members experience when they walk through the doors. Located in the heart of east Bellevue—where families from around the world come to live and work in the tech industry—we set out to tell a story around that unique, diverse member experience.
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The new brand strategy sets out to position the Samena Club as an inclusive, essential community resource on the Eastside of Seattle. Samena's three pools, fitness center and classes, before and after school care, preschool and full schedule of unique summer camps combine to create a powerful competetive advantage. Brand voice, image, and message reinforce those unique qualities.
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How do you create a nonprofit brand that's inclusive, healthy, and fun? We decided to elevate family and inclusivity through the use of lifestyle photography, bold typography, and a contemporary color strategy. The art direction strives to create a unique, family-friendly, and fun tone for the brand. Open source typography reinforces a populist ethos, and elegant, water textures, and limited palate create a fresh and immediately identifiable vibe and voice.
