ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Innovation
Annual ID
ADC101_BCD029B
About the Work
Clubhouse’s overnight success took them from beta-test to world-wide brand before they had a chance to explain who they were. So, when they reached out to us to help tell their story and design their key brand elements—including their icons and app component—to coincide with the opening of the Clubhouse platform to everyone, our question was: How do you launch a brand that everyone thinks they already know?
Clubhouse wasn’t a blank slate. While they had elements that people associated with them—like black and white portraits —they hadn’t found a way to uniquely relate them back to their brand. We saw our role clearly: Make those existing elements distinctly Clubhouse—both visually and experientially—so they could feel each moment within the brand as uniquely Clubhouse.
The CEO of Clubhouse told us, "Please. I don't want another 'C' logo!"—and neither did we. We began to think how their symbol could celebrate the people who use Clubhouse. We were inspired by the universal behavior of “talking with our hands” when we speak—even on a phone—and other simple hand signals people use to communicate. So, we “designed” a gesture for Clubhouse—a hand making the letter C. Not only would this put people front and center, it also kept their tradition of using the app tile to showcase Clubhouse users—all while still signaling the brand.
Clubhouse wasn’t a blank slate. While they had elements that people associated with them—like black and white portraits —they hadn’t found a way to uniquely relate them back to their brand. We saw our role clearly: Make those existing elements distinctly Clubhouse—both visually and experientially—so they could feel each moment within the brand as uniquely Clubhouse.
The CEO of Clubhouse told us, "Please. I don't want another 'C' logo!"—and neither did we. We began to think how their symbol could celebrate the people who use Clubhouse. We were inspired by the universal behavior of “talking with our hands” when we speak—even on a phone—and other simple hand signals people use to communicate. So, we “designed” a gesture for Clubhouse—a hand making the letter C. Not only would this put people front and center, it also kept their tradition of using the app tile to showcase Clubhouse users—all while still signaling the brand.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Design Firm
COLLINS / New York
Client / Brand
Clubhouse
Creative Director
Nick Ace
Designer
Barney Stepney
Bryan Chu
Xinle Huang
Motion Designer
Eric Park
Photographer
John Canon
Michael Cedeño
Mayank Sharma
Design Director
George Lavender
Business Director
Arielle Kroloff
Editorial Director
Paul Jun
Senior Business Director
Ian Aronson
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