GYRO
Strategic Brand Development + Design

Detroit Athletic Club

Steeped in a rich history and tradition, the DAC—one of the finest social and athletic clubs in the country—sought a way to increase its membership in time for its centennial celebration. We dug deep with them to distill their understanding of who and what they are beyond a classic Albert-Kahn-designed building full of amenities. We began to peel back the layers and helped them discover their core meaning. This core meaning led the way to a new visual language, total club experience and path to the future. 

Category Landscape Audit | Equity Research and Insight Interviews | Core Brand Meaning Definition and Positioning | Brandmark System Development and Design | Brand Equity Asset Development | Personality and Style Development | Event Identity Design | Collateral Design | Package Design | Venue Naming