The Arbutus Club
Manager of the Club’s Brand Standards
2018 to 2023
PROJECT OVERVIEW
Since its inception in 1964, The Arbutus Club has been a community landmark in Vancouver. Over the past six decades, it has grown into one of Canada’s finest private member clubs with first class dining experiences and a vast range of recreational and wellness services. With thousands of members and hundreds of employees, The Arbutus Club is a continually growing and evolving organisation in Vancouver.
The Club’s Communications team worked in unison with the Senior Management team to develop the overall marketing and communication strategy from ideation to execution. Collectively, the team collaborated to ensure the Club’s visual content and promotional collateral was aligned with usability, accessibility, and established brand standards for the Club. This required comprehensive understanding of the twelve basic principles of design, a strong command for copywriting, print production fundamentals, unique savvy for marketing strategy, and possessing strong leadership skills. I was able to steer our team to make compelling on-brand design solutions for a variety of circumstances.
ROLE
Team Lead
PROCESS
As Design Lead and Content Developer, my role at the Club was a unique combination of project management, administration, and design. I guided fellow designers and assisted in the creation and implementation of creative concepts for multiple campaign deliverables in both digital and print. This consisted of – but was not limited to – the production of key projects: a quarterly magazine, a seasonal Recreation Services programming guide, Annual Reports, weekly email marketing campaigns, seasonal club-wide events, and the management of the Club’s website. Other projects I oversaw included analysing performance metrics, social media strategy, hosting ideation sessions, design of touchscreen interfaces, internal digital marketing, wall decals, writing of editorials, event photography, and the technical onboarding of new Communications teammates.
TOOLS
Jonas Club Software CRM, Photoshop, InDesign, Illustrator, After Effects, Dreamweaver, Premiere Pro, Lightroom, Procreate, Microsoft Suite, Google Workspace, Google Ads, Facebook Ads, Hootsuite, and social media platforms (Instagram, Facebook, Threads, Twitter)
SUCCESSES
Over the course of four and a half years, my technical proficiencies grew exponentially. Managing the brand identity and mentoring fellow colleagues allowed me to become a strong leader and make decisions that were in line with the Club’s marketing strategy. During my time as Design Lead, the organisation was able to expand and elevate the scope of the department, streamline production processes, and bolster inclusivity as a primary tenet of the marketing deliverables.
