The Club

The Club is a thoughtful rebrand of the national organization The Boys and Girls Club of America. To help modernize this historic organization and affirm their commitment to inclusivity, a fresh brand concept "the club for everyone" was developed. 

Shortened to "The Club," a key element of the brand name is preserved, while creating more inclusivity. The star in the logo, bright color palette and jovial graphic elements make the brand feel approachable. The photography is intended to be authentic and represent the range of interests and backgrounds of club participants.