(Insiders) is Sydney Opera House’s membership program. It was launched in a bid to nurture customer loyalty, increase market share of sales and raise the average frequency of attendance at the House.
The assignment was to evolve the (Insiders) identity to meet the changing focus of the program and to represent the shifting perceptions around the SOH brand – most importantly that the House should be experienced, not just admired. We positioned (Insiders) as a retail product, with greater focus on communicating the value proposition for members. The project involved trademark design, posters, welcome pack, brochures, membership card, digital advertising and brand guidelines.
More on: naughtyfish.com