THE ART OF SUCCESSFUL CHANGE IS NOT TO DESTROY WHAT HAS BEEN CREATED/EXISTING, BUT TO ADAPT TO THE SPIRIT OF THE TIMES SO THAT THE OLD IS PRESERVED WHILE THE NEW IS CREATED. A CONCEPTUAL REORIENTATION IS OFTEN NOT A RISK BUT EXACTLY THE CHANGE THAT IS NEEDED FOR AN UPSWING/FURTHER DEVELOPMENT. WE REDESIGNED THE LEHMANN CLUB BRAND INCLUDING A PRODUCTIONAL REBUILD AND REBRAND PROCESS.

Client

Lehmann Club

Services

Marketing, Branding, Conception

Year

2018

REBRAND

TWO MONTHS BEFORE THE SUMMER BREAK 2018 WE STARTED TO DEVELOP A REBRANDING CONCEPT FOR THE LEHMANN CLUB. THIS INCLUDED A COMPLETE REDESIGN OF THE COMMUNICATION. GRAPHICS AND THE LOGO WERE REDESIGNED AND A SOCIAL MEDIA CONCEPT WAS DEVELOPED. FOR THIS PURPOSE, INSTAGRAM AND FACEBOOK WERE SPECIFICALLY DESIGNED TO UNDERLINE THE BRANDING OF THE CLUB AND NOT TO BE USED AS AN ADVERTISING CHANNEL SEEN FROM THE OUTSIDE.

STRATEGY

Inspire, arouse interest, provoke.

TONE OF VOICE

Open, Raw, Honest, Authentic.

Aroused
Emotions:
 Rebellious, Stimulating, Enthusiastic, Impulsive, Unusual, Excited, Sensual.

REBUILD

THE SHOES YOU BOUGHT 10 YEARS AGO STILL FIT PERFECTLY AFTER ALL THESE YEARS AND YET YOU WOULDN’T WEAR THEM AGAIN…. IT’S NO DIFFERENT HERE WITH A CLUB. WE DESIGNED A SPECIAL LIGHTING CONCEPT, HAD VARIOUS CONSTRUCTION MEASURES AND AN INTERIOR CONCEPT DEVELOPED ESPECIALLY FOR THE CLUB WHERE WE WORKED WITH CUSTOM-MADE ARTWORK. ALL THIS HAD TO BE COMPLETED DURING THE 2018 SUMMER BREAK, I.E. IN THREE WEEKS. IT DEFINITELY WAS A CHALLENGE BUT WE MADE IT.

ART CONNECTS

By incorporating local artists into artwork and marketing, an arc was created from the local art scene to the club-goer. Monthly vernissages underline this and offer guests as well as artists further opportunities for the consumption and presentation of art and the club another field. A perfect example for well done product marketing.