DUBAI LADIES CLUB
Ladies Only Beach Club

CLIENT: Dubai Women’s Establishment
LOCATION: Dubai
SECTOR(S): Hospitality

SCOPE: Brand audit & research / Brand strategy / Brand identity / Brand language / Collateral design / Website design / Brand guidelines / Signage & wayfinding

Background

Dubai Ladies Club is the city’s first and more cherished private ladies club, located in the heart of Dubai’s Jumeirah Beach.

After ten years of success, the club came under the management of Dubai Women’s Establishment and with increased market competitiveness from new luxury resorts came plans to revitalize the offerings.

Ninth Space were commissioned as brand consultants to support and advise on how to develop the brand to align with the new offerings.

Insights & Strategy

The brand strategy work encouraged a more self-determining and empowered target audience that gave purpose to the club as a place where women can pursue their inner potential.

The phrase “It’s Within Me” became a mantra through which the new services, products and activities came to life.

Outcome

The rebranding required a dual approach; firstly, we had to ensure elegance and grace in the design styling – a trait that the Dubai Ladies Club has always been synonymous with – and secondly, the brand language required a more confident and assured tone of voice, in line with the new audience attitudes and forward-looking brand positioning.

The result of the work is a lasting contemporary brand that embodies the cosmopolitan style and culture of Dubai.

For existing members, this evolution demonstrates that Dubai Ladies Club remains current and edgy. To new members, the club is an enclave for self-expression whilst offering five star facilities and service that rivals any of the surrounding luxury hotels.

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