Client : Soho House
AKQA : Group Creative Director
Design team : 4 (Experience Designers, Copy, Motion)
Soho House has continued to experience growing success as a members club. However this growth has made spaces feel less intimate and more challenging to form new connections. Leading a small Design team, we set out to understand the needs of non, new, current and even past members to better understand what’s working, what’s missing and what Soho House could be doing better.
The result was a fully integrated platform which aimed to know our members from the moment of onboarding and grew with them along every step. These made for a highly personalized and elevated experience making every member feel like a VIP. We made digital invisible and an enabler of connection rather than the way to connect. Additionally, we harnessed the power of community allowing Soho House to become your home wherever you are.
Client : Soho House
AKQA : Group Creative Director
Design team : 4 (Experience Designers, Copy, Motion)
Soho House has continued to experience growing success as a members club. However this growth has made spaces feel less intimate and more challenging to form new connections. Leading a small Design team, we set out to understand the needs of non, new, current and even past members to better understand what’s working, what’s missing and what Soho House could be doing better.
The result was a fully integrated platform which aimed to know our members from the moment of onboarding and grew with them along every step. These made for a highly personalized and elevated experience making every member feel like a VIP. We made digital invisible and an enabler of connection rather than the way to connect. Additionally, we harnessed the power of community allowing Soho House to become your home wherever you are.
Soho House | Brand audit