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78 Social

Louisville Tourism
Transforming a traditional brand diplomat society into an envy-inducing, invitation-only social club.

The Challenge

Louisville Tourism’s diplomat program, The 1778 Society, was designed to turn hospitality industry leaders into advocates for the city, but its message wasn’t reaching the right audience or driving overall membership.

The Solution

As Louisville Tourism’s AOR, we fully rebranded and reimagined the city’s diplomat society as a members-only social club. A new name, a new look and a new purpose that perfectly aligned with what our target audience was really looking for (not just a membership but an experience).

78 social branding collage
78 social logos

Unlock:The key to the city

The subtle iconography of a secret society. The chic palette of a speakeasy. An elevated air of exclusivity. And a logo that’s literally a key to the city – brought to life as a lapel pin, it’s your ticket into society events. At launch, we hand-delivered the pin – packaged alongside a cryptic QR code – to nonmembers we were intent on converting.

78 social business cards with QR code78 social invitation letter with QR code
78 social brand guidelines and color palette spread
78 social brand guidelines and photography spread
78 social brand guidelines with acceptable and unacceptable logo usages

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