Shift has created the visual identity for "The Club of 53", a Brussels based investment fond owned by 53 private members, with its core focus being real estate investment. The company's mission is to invest in the development of luxury residencies and hotels. With building resorts and creating unforgettable experiences in breath-taking locations being part of a wider strategy.
The brief from the client was to create a modern and distinctive visual identity system that would support the client's future investment plans well, in the real-estate and tourism sectors. Our solution is a bold identity inspired by the Roman numerical system where no zero exists. The non-existence of the value of zero reflects the mission of this fund, meaning that no assets can disappear but only change owners inside The Club. Besides being the main part of the logotype, we used the form of Roman numbers to create a distinctive pattern which can be used in many printed and digital applications.
The visual identity design emphasizes the fact that 53 members have been involved from the inception of the fund and provides a modern and visually distinctive appeal, which will help ensure the client can continue to grow the brand equity as a leading investment fund and ensure the longevity of the brand. The new design brings together notions of creativity and elegance through the use of typography. The logotype implemented in a black and gold colour palette gives the corporate identity a homogenous design that can easily be applied to all media types.
