Known for the best match day hospitality in English football, Arsenal's Club Level offers a variety of restaurants and bars to fans willing to pay that little bit more for their match day experience.
With so much variety on offer, Club Level needed a consistent message that would appeal to both the fan looking for a more luxurious match day experience, and the corporate client looking to entertain and impress.
Same game. Different level.
The die-hard fan looking to enjoy match day in a little more luxury, sought reassurance and approval, and so a match day shoot in and around the bars and restaurants showed other fans in team colours, enjoying the game in a little more comfort.
First-hand quotes from fans detailing why they chose Club Level supported imagery of both the facilities and the match-view from the Club Level seats.
The corporate client was buying the luxury of Club Level, so a two-day shoot around the venue detailed the spacious and meticulously designed dining areas and bars, supported with detail shots of textures and patterns of the Tom Dixon-designed furniture and Michelin-starred food. These too were supported with quotes from like-minded clients who praised the opulent surroundings and attention to detail.
With two separate tones of voice, the suite of brochures and communications were brought together with a consistent format and careful use of printing methods.