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Maison Gramercy is a New York City based members club for female entrepreneurs and executive leaders. The club is dedicated to empowering women to realize and achieve their full potential. Maison Gramercy is located in a stunning renovated historical townhouse in Manhattan's neighbourhood Gramercy. The club offers intimate work and meeting spaces, as well as a café and bar. Members are welcomed for high-level conversations, masterclasses, panels, events, and parties. The club's target audience comprises female founders and executive leaders who are intelligent, cultured, well-travelled, sophisticated, and often possess a high level of education. Manhattan is the first city where the club is opening, more locations are set to open across the United States, Europe, and the United Kingdom.
Signature Atelier created a visual identity and web design for Maison Gramercy. While talking with the founders and gaining insights into their vision, mission, and the club's target audience, it became apparent to me that the visual identity should harmoniously combine exclusivity and professionalism while maintaining a warm and welcoming atmosphere. While the brand should appeal to a female audience, it was clear that it should not have a girly or trendy aesthetic. The aim was to create a visual identity that is elegant, sophisticated, timeless, and recognizable. In addition, it should appeal to an international audience as the club will expand to other cities.
Given that Manhattan is the first location and the founders have chosen the name "Maison Gramercy" for the club, I proposed emphasizing their origin story. This could establish the foundation of their heritage and become an integral part of their storytelling. I suggested crafting an illustration of the club's exquisite Gramercy townhouse and using it as their logo as this aligns with the club's mission to offer a space where female founders and leaders come together, creating an environment that feels like a second home for its members. The townhouse illustration exudes a timeless sophistication and evokes a welcoming ambiance which aligns perfectly with the founders' vision for the members' experience.
I paired the townhouse illustration with an elegant serif font for their word mark. Serif fonts are associated with tradition, professionalism, and reliability. The townhouse, an illustration of the club's physical presence, adds a tangible and authentic element. Together, these elements convey a sense of reliability, consistency, and a commitment to quality, fostering trust among the audience. The combination of the townhouse illustration and the serif font creates a unique and recognizable logo.
The neighbourhood of Gramercy, where the club is located, is renowned for its lush green surroundings and is home to Manhattan's only private park. Drawing inspiration from Gramercy's neighbourhood, I selected green as the brand colour. This choice is not just because green is associated with nature but also symbolizes growth, balance, and harmony, aligning seamlessly with the club's vision. The chosen shade of green exudes a welcoming atmosphere while also radiating trust and sophistication. By pairing green with black and white, I aimed to create a modern aesthetic. The typographic system features a beautiful serif font. A sans-serif font is used for details such as buttons on the website.
Signature Atelier also crafted a web design for Maison Gramercy. The site offers website visitors in-depth information about the club's mission, location, amenities, and available memberships. With clear calls to action, website visitors can inquire and/or apply for a membership and subscribe to the club's newsletter. Current members can log in to their accounts to connect with other members and access information about upcoming events. The design of the website aligns with the club's visual identity, it offers subtle interactions, and ensures easy navigation across all devices.
The social media templates I designed for Maison Gramercy are in line with the club's mission and visual identity, ensuring coherence and consistency across all consumer touch points. The Instagram stories and post templates offer easy customization which empowers the club's social media team to effortlessly create engaging content for its members.