San Diego Social Club

I led the rebrand of San Diego Social Club to create a more gender-neutral and timeless identity. The previous branding leaned heavily feminine, so the goal was to design a look that resonated with both men and women. The new visual direction features a modern, minimal aesthetic with clean typography and a neutral color palette. Since the rebrand, the club has seen a significant shift in audience demographics, with attendance now at roughly 60% women and 40% men, compared to the previous 95% women and 5% men.