the ask

The Circle Club is a Private Members Club located at Bord Gáis Energy Theatre in Grand Canal, Dublin and operated by LiveNation. A truly unique theatre experience, the Circle Club is an exclusive setting for client and corporate entertainment, as well as a place to come together with family and friends before and after a concert, musical or play.

For this project, LiveNation required an inspiring new brochure to engage with potential new members. Designed to promote club membership and all its associated benefits, the brochure would be an important marketing tool, carefully aligned with the brand values of the club.

ALHAUS was tasked with establishing a tone of voice, creating copy, selecting imagery and designing the new Circle Club membership brochure. We set about telling the story of the Circle Club experience, using impactful design and evocative words to create an emotional impact with readers.

the answer

As a private membership club, there's only so much you can tell potential new members about the benefits of joining. The Circle Club target audience is high-income, and prospective members may hold multiple exclusive club memberships already; sometimes for personal use, sometimes for corporate purposes. LiveNation required a brochure that would stand out in a crowded market; less a list of 'benefits' and more a compelling story that enabled readers to see themselves in the luxurious surroundings of the Circle Club — and to identify with belonging there.

Our solution was to 'show' rather than 'tell'; let scene-setting imagery be the main focus and create a series of concise headlines for each spread, inviting the reader to take the exclusive Circle Club journey. To kick-off the process, we presented mood boards to the client, using imagery to help set the visual tone. The approved mood boards enabled us to establish a harmonious verbal tone of voice to match to match the visual tone — one that conveyed elegance, exclusivity and indulgence.

For the brochure design, close-up shots of the luxurious furnishings and classic bar illustrated to readers that the Circle Club was a special experience. Compelling copy urged readers to follow the story, which finished with a detailed presentation of the precise benefits that different membership types provide. It was important to transmit a sense of ease, showing readers that membership of the club elevates a merely enjoyable cultural outing into something truly unforgettable. We showed that from the very start (access to the best tickets in the house) — to the finish (a relaxing nightcap and chat with friends after the show), the Circle Club sensation was relaxing, convenient and memorable.

This effortless ease was especially important to convey for the corporate audience, who required a seamless, rewarding experience for corporate guests. Through a reassuring tone of voice, we showed that Circle Club membership was ideal for treating corporate guests to a luxurious evening, with a dedicated host to cater to every need.

The impact

The result of our work was a membership brochure that stood out in a crowded market: subtly telling an attractive story rather than forcefully pushing a sales proposition.

In early 2020 The Circle Club's membership was at full capacity, with an active waiting list for entry. The red carpet is rolled out for present and future members keen to experience all that this special place has to offer.