ELEVATING PHILADELPHIA’S PREMIER URBAN SOCIAL CLUB
OBJECTIVE
Fitler Club, Philadelphia’s exclusive urban social club, needed a compelling marketing campaign to increase their membership while still providing each member with a top-shelf experience each time they walk through the door.
SOLUTION
To capture the essence of Fitler Club and attract new members, we began by immersing ourselves in Fitler Club’s world, collaborating closely with their team to understand their vision, current membership dynamics, and goals for expansion.
With the club aiming to attract both individuals and families rooted in Philadelphia, the campaign needed to resonate with diverse audiences while maintaining a luxury experience.
Our team explored various concepts and messaging strategies, eventually developing two distinct creative directions that captured Fitler Club’s sophisticated and ambitious spirit.
The chosen direction positioned Fitler Club as a place that you can do just about anything, all under one roof. Instead of leaning into traditional headlines, we created a device that renamed Fitler Club with labels like “The-cold-plunge-before-my-zoom-club” or “The-drinks-are-on-me-club”.
The design system was simple, clean, and leveraged photography of members making use of the club, so viewers could envision themselves doing the same thing. The neutral tones of the existing system were complemented by vibrant accent colors throughout.
Through our collaboration with Fitler Club, we created a campaign that positioned the club as an integral part of Philadelphia’s social and business landscape.
As a fairly new private membership club, we needed messaging and branding that struck the perfect balance of exclusive and inclusive, edgy and welcoming, innovative and approachable. Defy nailed it. They got to know us and created a campaign that suited our needs. We look forward to future opportunities to work together. — Jacob Smith, President
