The American Club Centennial

The American Club Hong Kong is one of the city’s most prestigious private members clubs, dedicated to providing its 3,000 members with a distinctly American atmosphere at both the Town and Country facilities. In celebration of 100 years of good standing in the Hong Kong community, we were tasked with developing a centennial brand identity that demonstrates the the Club’s pride in its heritage, whilst demonstrating a forward looking ethos to serving the next generation of members and the Hong Kong community more broadly.

Our challenge was to balance Club traditions and heritage with a desire to showcase relevance and move the Club forward into it’s next chapter. We devised a guiding creative concept of A Sense of Belonging, a demonstration of the Club as a place where members, guests and staff truly feel at home and a community that is embedded into the Hong Kong way of life.

Inspired by the Club’s historical eagle motif and the status of the Presidential Seal, we developed a centennial identity categorically American in its aesthetic, yet featuring subtle nods to Hong Kong through the use of circular framing (indicating Hong Kong coins) and locally influenced typography.

The outcome was an elevated, elegant centennial identity with flexibility and scalability built in, enabling the in-house team to create a year’s worth of celebratory material across physical and digital touch-points that always felt relevant and fresh.

Congratulations to The American Club on 100 years as a Hong Kong institution.