New Look Rebrand Development
Greenbank RSL approached Energize Design to create a new club logo that reflected the ideal venue experience, in-line with the significant renovations the club had recently undertaken.
Greenbank RSL was after a new premium and elegant look. I was responsible for bringing the Creative Director, David Devey’s, vision to life. This involved heavily manipulating an existing typeface to allow different swash glyphs to be combined with the letter ‘g’. This took a great deal of trial and error to achieve just the right amount of elegance and readability. The final result was well received by the client and over time they allowed us to rollout updated collateral in conjunction with the launch of their new loyalty program, Fortuna Rewards.
In addition to the new club logo, the client also wanted to extend the look and feel into the club’s cafe and restaurant logos, which I was also responsible for creating.
I was also responsible for developing the club’s new membership cards, based on the new rebrand direction. The client was after a premium card to encourage prime wallet position and to keep the brand in the customer’s mind. This was achieved through intentional design decisions, coupled with a specialised pearl wash finish.
Over time Greenbank RSL updated different areas of the brand to reflect the new brand direction. This included their new loyalty program ‘Fortuna Rewards’, for which I was responsible for creating their tier level information brochure (from the loyalty programs approved logo direction created by Energize Design’s Graphic Designer, Brendan Wilson). The client also wanted to extend the look and feel of the club logo into its cafe logo ‘ The Gardens’ and restaurant logo ‘The Grange’, which I was responsible for creating.
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