Site redesign and strategy for the original British member’s club, Mayfair club Annabel's. For the first time, content previously hidden behind a pay-wall was made publicly available and social channels integrated. The challenge was to take an existing, limited content website and create an elegant, distinctive and informative site aimed at reaching a younger, more international demographic, whilst maintaining their luxurious brand aesthetic and celebrating it’s illustrious 50 year heritage.

Original photography by Chris Tubbs, was commissioned to showcase the venue, combined with archive imagery of their most infamous performances by Grace Jones, Brian Ferry and Lady Gaga. Full bleed imagery and dynamic film content added to the appeal to new audiences.

The website showcased the venue and created a stronger visual language throughout its marketing channels. Improved structure and navigation and more strategic communication helped generate new membership. Digital newsletter communications were distributed to members across all sister locations’ Annabel’s, Harry’s Bar, Mark’s Club and George Club. The result was a reinvention of the club, a renaissance in its membership and a bigger venue in Berkeley Square.