A rebrand ‘between the flags’ for a Gold Coast Surf Club
The BMD Northcliffe Surf Club was established in 1947 to patrol the beaches just south of Surfers Paradise. Today, the surf club is much more than just a volunteer lifesaving club. The club features a bistro, bar, gaming rooms, TAB and Keno. There are over 300 active surf life savers and over 450 budding junior life savers of the future.
BMD Northcliffe Surf Club partnered with Kaliber to move the brand forward and create a new identity. They saw the future of the club as a highly regarded and respected Australian surf club. Our objective was to pay homage to the heritage of the club and it’s many accolades, whilst creating a modern and flexible identity.
Kaliber used this occasion to bring forward a prominent part of community life on the Gold Coast. Through the use of bold graphics accompanied with black and white imagery, Kaliber helped bring out the essence of the history and heritage of the Northcliffe Surf Club. This new visual direction was made complete with additional branding elements highlighting the colours yellow and red (the colours of the lifesaver flag) and through a strong positioning line: Striving forward since 1947.
Kaliber showcased this new visual identity through in venue promotions for the bar and gaming rooms, and print collateral for their rewards program in the form of an informative brochure and poster.