For over a decade, the Harvard Club of Boston struggled to gain new members and was losing existing ones. The Club needed to rebrand itself, lose its stuffy, boring image, and connect with a younger, more diverse audience. So, after doing creative research and conducting dozens of interviews, we revised the Club’s brand positioning, retold its story in an emotionally engaging way, developed new brand guidelines (including a new logo) and updated their website. In just the first three months of launching our campaign, the Club surpassed its yearly goal for new members.
