Located in the heart of Jumeirah Beach, Dubai Ladies Club is the city’s first multi-use facility designed and built exclusively for women. It is a sanctuary committed to the social, physical, and cultural well-being of its members.
Although the first ten years of club operations were met with tremendous success, growth, and opportunities, this success caught the attention of popular luxury resorts, which ultimately led to increased industry competition and oversaturated service offerings.
Services
Brand audit
Market insights
Brand strategy
Brand identity
Brand story
Brand language
Collateral design
Website design
Brand guidelines
Wayfinding & signage
In 2012, the Dubai Women’s Establishment took over the club’s management and recognised that, in order to champion the women’s wellness market once again, Dubai Ladies Club would have to revamp and diversify its services.
Ninth Space was tasked with researching current industry trends and using tactical data, purposeful design, and cohesive language to inform a more contemporary brand identity that differentiates the club from its esteemed competitors.
Realigning design and function with key brand values
Our main objective was to bring purpose back to the club as a place where women can confidently enjoy exclusive access to top-quality fitness, retail, relaxation, and beauty services. The rebranding required a dual approach; firstly, we had to ensure that elegance and grace were paramount in the design style – traits that the Dubai Ladies Club has always been synonymous with – and secondly, the brand language required a more confident and assured tone of voice that aligned with a more self-determining, driven audience.
Our thoughtful brand design style was driven by purity and femininity, which was reflected in the club’s minimal colour palette. By incorporating shades of aqua into all elements of the brand, we reinforced the calm, tranquil, and safe atmosphere of the beach location.
To further instil a sense of inspired storytelling, we introduced photography that aimed to enhance and support the brand promise: “It’s Within Me”. Modern, authentic, and thought-provoking imagery conveyed a clear message of confidence and feminine energy.
The phrase “It’s Within Me” became a mantra through which the club’s new services, products, and activities can come to life in a place where women have the freedom to develop and express themselves.
Raising the value of membership and inspiring more women to join the club
Our research and brand strategy became the template – the ultimate inspiration – for how Dubai Ladies Club could thoughtfully upgrade their facilities and enhance their service offerings in order to get back on trend with wellness industry standards.
With a carefully crafted brand identity and design style, we successfully raised membership uptake by selling the club’s facilities and services on the basis of investing in a healthy lifestyle rather than focusing on a more transactional, price-based approach.
