The American Club 2017/2018 Annual Report

A BRAND NEW US As the Club embarked on the redevelopment project, a Brand Consultant was appointed to assist with the development of a refreshed brand strategy for our new clubhouse. The desired outcome was a revitalized Club brand that is clear, differentiated and continues to resonate deeply with our Members in the years to come. A Branding Committee made up of Club Members with a variety of cross-functional expertise in the field was established, supplemented by numerous branding surveys, which were carried out throughout the project to encourage our membership’s involvement in the evolution of our brand. To date, extensive work has been carried out by the consultant, in conjunction with the Brand Committee and management, to establish a new visual brand identity system including logos, colors, fonts and graphic elements for the Club as well as for the outlets. This is followed by the implementation of the new brand identity across key touch points, including the Club’s website, publicity and marketing collaterals, staff uniforms, and more.

16 2017/18 ANNUAL REPORT