One of Ireland’s oldest and most respected members club, its brand identity required an update to appeal to a younger cohort of new professionals living and working in Dublin. Opening its doors in 1840 as the Stephen's Green Club, in 2004 it merged with the Hibernian Services Club becoming the Stephen's Green Hibernian Club, or for short, SGHC. Following a strategic review in 2018, it was decided to revert to the more manageable name Stephen’s Green Club. It is one of the world’s top private members clubs, renowned for open-mindedness, vitality, hospitality and a distinguished community.
While the word Hibernia was dropped from the name, the figure of Hibernia – the female personification of Ireland - was a very significant element of the existing emblem. Hibernia was brought to the fore in a new iteration of the Club’s crest which was redrawn and recreated meticulously in-studio. The new Hibernia crest and logotype were revealed along with their identity system and new introductory line, Welcome to The Club, to the Board of Management in July 2019 where it was very positively received by all members and has since been activated across all of the club’s touchpoints.