Case Study

The City Club of San Francisco

Q: What Does Q&A do Best?
A: Build Partnerships.

The City Club of San Francisco is one of the city’s premier business and social clubs, located in the heart of the Financial District. Since 1987, business and community leaders have gathered here to make valuable connections, entertain and socialize. The Club resides within an Art Deco jewel—the Pacific Stock Exchange tower. 1930s-era artist touches are everywhere, including Diego Rivera’s The Allegory of California. It’s one of the few Rivera murals in the US.

A deep trust builds after 10+ years. We know them. And we know they know themselves. Our relationship relies on an open dialogue and constant check-ins. The evolution of their brand has been a joint effort, with both Q&A and The City Club offering ideas, testing and tweaking.

When they were ready for a complete brand refresh and targeted marketing strategy, we were thrilled to be by their side.

• First we tackled the website. Our team worked to simplify user flow and implemented a content management system that considered their needs for regular updates including blog feeds and events. Lead generation forms were developed, customized for different audiences and given prominence on the page. These forms are regularly adjusted based on user patterns in order to maximize leads.
• We developed a new sales-focused content strategy to hone The City Club’s persona of sophisticated style with a warm, welcoming embrace. A new, lush color palette and typography to complement their Deco-era history was implemented.
• We abandoned the stodgy corporate look and instead highlighted the history of their unique building. This was the shift that made The City Club shine. The logo redesign took cues from the fleur-de-lys of architectural elements in ceiling tiles, integrating them with the hand-crafted typeface of the original mark.

The new website and identity were readily embraced by their board of governors and membership, further cementing partnerships that had been cultivated over decades.

Our work with The City Club continues in both print and digital executions. We follow their web leads closely and look for trends and correlations with print marketing. We continue to evolve, test and tweak. As a team.