J Club by Jumeirah Re-branding

Brand strategy, re-positioning, Re-branding, and marketing collateral for this premium lifestyle and wellness club.


J Club is a lifestyle destination by Jumeirah that gives its members exclusive access to the very best health and wellness facilities.

From pool and beach access to spas, personal training, gyms, group exercise classes and experiential events, J Club is a home-from-home, where members go to live life, well.

We helped Jumeirah to re-position and re-brand J Club within a competitive market, that is being heavily influenced by a number of disruptors.

We have designed and developed an active brandmark, that is known as the 'signature J' that connotes movement and fluidity, supported by a vibrant primary colour palette. This is a fresh approach to the brand that's in tune with an aspirational target audience. Dynamism is at the forefront of this concept. The clever use of the brandmark intertwines within the imagery, depicting movement, journey, and flow.


The project involved:

  • Brand strategy and positioning
  • Tone of Voice
  • Re-Branding
  • Brand guidelines
  • Membership collateral
  • Interior graphics
  • Social campaign

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