SEOUL CITY CLUB
(CI & BRANDING)
1998
Overview
This landmark project pioneered Korea’s first high-end private membership culture, anchored in the CCMM Building in Yeouido. Conceived as a strategic theme-based management model to support Kukmin Ilbo’s business expansion during the IMF financial crisis, it went beyond a conventional social club to establish a world-class business and leisure platform aligned with global standards.
Naming & Concept
In collaboration with renowned designer Alan Chan, a distinctive symbol and visual identity system was developed, seamlessly blending Eastern aesthetics with contemporary sensibilities. The identity visualizes a refined Luxury Culture Code, aligned with a spatial strategy divided into dining, fitness, and public zones, achieving a sophisticated balance between functionality and aesthetics.
Launching & Promotion Strategy
A highly focused membership marketing strategy, driven by rigorous target analysis, delivered exceptional business results even under IMF-era economic constraints. Within just two years of launch, the club was selected among the World’s Top 100 Private Clubs, establishing it as a benchmark business model and an iconic symbol of Korea’s premium club culture.
BRAND & IDENTITY CREDITS
Client / CCMM 국민일보
Brand Strategy & Concept / DESIGN NETWORK
Seoul City Logo Design / Alan Chan
CI & BI Application Design System / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
Sales Promotion / DESIGN NETWORK
SEOUL CITY CLUB
(CI & BRANDING)
1998
Overview
This landmark project pioneered Korea’s first high-end private membership culture, anchored in the CCMM Building in Yeouido. Conceived as a strategic theme-based management model to support Kukmin Ilbo’s business expansion during the IMF financial crisis, it went beyond a conventional social club to establish a world-class business and leisure platform aligned with global standards.
Naming & Concept
In collaboration with renowned designer Alan Chan, a distinctive symbol and visual identity system was developed, seamlessly blending Eastern aesthetics with contemporary sensibilities. The identity visualizes a refined Luxury Culture Code, aligned with a spatial strategy divided into dining, fitness, and public zones, achieving a sophisticated balance between functionality and aesthetics.
Launching & Promotion Strategy
A highly focused membership marketing strategy, driven by rigorous target analysis, delivered exceptional business results even under IMF-era economic constraints. Within just two years of launch, the club was selected among the World’s Top 100 Private Clubs, establishing it as a benchmark business model and an iconic symbol of Korea’s premium club culture.
BRAND & IDENTITY CREDITS
Client / CCMM 국민일보
Brand Strategy & Concept / DESIGN NETWORK
Seoul City Logo Design / Alan Chan
CI & BI Application Design System / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
Sales Promotion / DESIGN NETWORK
