San Diego Social Club
Brand identity and creative direction for a San Diego community club, built to be inclusive and bold.
Industry
Events
Scope of work
Graphic Design
Duration
2 Months for rebrand
Challange
San Diego Social Club had a brand that was unintentionally excluding half its potential audience.
The existing identity skewed heavily feminine, leading to an event attendance split of 95% women and 5% men. There was a clear gap in San Diego. Men wanted spaces to make friends too, but the brand wasn't speaking to them.
Goal
Create a visual identity that felt inclusive, modern, and bold enough to attract a diverse community without alienating anyone.
The aim was to redesign the logo and creative direction from the ground up, building a brand that felt unisex, welcoming, and strong enough to represent San Diego's social scene across every touchpoint.
Solution
A full rebrand rooted in community, identity, and intentional design.
From logo redesign to event flyers and campaign creative, every touchpoint was rebuilt with inclusivity in mind. The result was a shift in attendance to 60% women and 40% men, with men actively purchasing tickets for themselves and their partners. The brand now lives consistently across partnerships with local nonprofits, sports teams, and San Diego businesses.
