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Archie's: Supper Club Brand Activation
Role
Brand Manager and Creative Director
Tools
Adobe InDesign · Flodesk · Eventbrite · Google Analytics · Wix · Canva
Deliverables
End-to-end concept and creative direction, translating the Archie’s brand from visual identity into a fully realised physical experience. This included menu design and printed collateral, tablescaping and spatial styling, and managing key supplier collaborations with Rum Runner, Luxe, and 100 Barrington. The project also covered social media planning and rollout, alongside post-event content curation and ongoing brand storytelling across digital platforms.
Collaboration Partners
Rum Runner · 100 Barrington · Luxe Collection
The context
A brand repositioning only works if people can feel it. Archie's had a new identity, a new visual language and a new commercial narrative, but the people who mattered most (existing clients, prospective clients and industry contacts) hadn't yet experienced it. A presentation deck or a social post wouldn't close that gap. The brand needed to be lived in.
The challenge
To create an event that wasn't obviously a sales or marketing exercise, one that felt genuinely worth attending and that communicated the repositioned Archie's brand through atmosphere, curation and experience, rather than through copy or slides. And to do it with a network of collaborators whose own brands would add credibility to the evening.
The insight
Archie's brand positioning is built around hosting: warmth, generosity, considered occasion. The most powerful demonstration of that positioning wasn't a campaign, it was an evening that made people feel it. If the event did its job, guests would leave understanding the brand not because they'd been told about it, but because they'd been inside it.
The strategy
I designed the supper club as a brand world rather than a brand event, every element of the evening, from the supplier partnerships to the table setting to the drinks menu, was a deliberate expression of the repositioned Archie's identity. The collaboration with Rum Runner (drinks), 100 Barrington (venue) and Luxe Collection (styling) wasn't logistical: each partner was chosen because their aesthetic added a specific dimension to the brand world we were building. The event also served as a marketing moment, a reason to bring the right people into the room and into the new brand's orbit.
What I built
- Full event concept and creative direction
- Supplier partnership framework and briefs for Rum Runner, 100 Barrington and Luxe Collection
- 60-guest guest list strategy: a mix of existing clients, prospective clients and industry contacts
- On-brand collateral for the evening: menus, place settings, table design
- Post-event marketing assets to extend the reach of the evening beyond the room
The outcome
60 guests. Three brand collaboration partners. An evening that demonstrated the repositioned Archie's identity in the most direct way possible: by making people feel it. The event generated new commercial conversations and reinforced the brand's repositioned identity among the contacts who mattered most.
What this proves
This case study demonstrates experiential brand strategy: the ability to translate a brand positioning into a physical, lived experience, and to use that experience as a commercial marketing tool. It proves that brand strategy isn't just what you say, it's what you make people feel.
