Rebranding Merritt Clubs, a division of a family-owned corporation and a Baltimore fixture for decades, required a robust identity that could appeal to the entire gamut of members—from millenials to families to seniors—and set them apart in the market. With a highly flexible system, the new identity underscores their vibrant brand and family-friendly clubs. A place you could go to work-out like crazy, or just hang out with friends. The complete system included a new logo, typographic treatments, patterns, business stationery, apparel and merchandise designs, digital, print, and out-of-home advertising, signage, and a new engaging website.

Published: March 06, 2018