DinnerClub
DinnerClub
About
Client
DinnerClub
Role
Brand Strategist
Project
Brand Launch
Date
2024
Client
DinnerClub
Role
Brand Strategist
Project
Brand Launch
Date
2024
Client
DinnerClub
Role
Brand Strategist
Project
Brand Launch
Date
2024
Process
(01)
Strategic Exploration
DinnerClub was never about dinner. At least not exclusively. At its core, it was trying to solve the problem of isolation among early-career creatives and founders. Our strategic task was to define a brand that could scale intimacy. Competitors in the networking space leaned corporate or performative; we positioned DinnerClub as a movement built on fellowship. Authenticity, not access, became the differentiator. The creative foundation blended the polish of a professional network with the warmth of a friend group.
(01)
Strategic Exploration
DinnerClub was never about dinner. At least not exclusively. At its core, it was trying to solve the problem of isolation among early-career creatives and founders. Our strategic task was to define a brand that could scale intimacy. Competitors in the networking space leaned corporate or performative; we positioned DinnerClub as a movement built on fellowship. Authenticity, not access, became the differentiator. The creative foundation blended the polish of a professional network with the warmth of a friend group.
(01)
Strategic Exploration
DinnerClub was never about dinner. At least not exclusively. At its core, it was trying to solve the problem of isolation among early-career creatives and founders. Our strategic task was to define a brand that could scale intimacy. Competitors in the networking space leaned corporate or performative; we positioned DinnerClub as a movement built on fellowship. Authenticity, not access, became the differentiator. The creative foundation blended the polish of a professional network with the warmth of a friend group.
(02)
Brand Messaging
DinnerClub was a place for people who are usually the outliers. We wanted them to feel at home in their aspiration. The brand voice was conversational yet elevated; part manifesto, part inside joke. Messaging pillars centered on connection, creativity, and momentum. Taglines: Find your people, fuel your dreams. Mixing business with pleasure. Manifesto: We believe that greatness requires company. So we brought the company. With hundreds of members, And new events every month, Join Chicago’s most interesting network of do-ers. Because if you’re not do-ing, What are you doing?
(02)
Brand Messaging
DinnerClub was a place for people who are usually the outliers. We wanted them to feel at home in their aspiration. The brand voice was conversational yet elevated; part manifesto, part inside joke. Messaging pillars centered on connection, creativity, and momentum. Taglines: Find your people, fuel your dreams. Mixing business with pleasure. Manifesto: We believe that greatness requires company. So we brought the company. With hundreds of members, And new events every month, Join Chicago’s most interesting network of do-ers. Because if you’re not do-ing, What are you doing?
(02)
Brand Messaging
DinnerClub was a place for people who are usually the outliers. We wanted them to feel at home in their aspiration. The brand voice was conversational yet elevated; part manifesto, part inside joke. Messaging pillars centered on connection, creativity, and momentum. Taglines: Find your people, fuel your dreams. Mixing business with pleasure. Manifesto: We believe that greatness requires company. So we brought the company. With hundreds of members, And new events every month, Join Chicago’s most interesting network of do-ers. Because if you’re not do-ing, What are you doing?
(03)
Creative Direction
Sunny knew that he wanted DinnerClub to be a digitally native brand, so we built a visual and verbal system designed for modern gravity: bold minimalism paired with tonal contrast, soft edges, and confident typography. Paragon handled website design and build, while I directed the brand narrative and art direction to ensure coherence across site, socials, and community programming.
(03)
Creative Direction
Sunny knew that he wanted DinnerClub to be a digitally native brand, so we built a visual and verbal system designed for modern gravity: bold minimalism paired with tonal contrast, soft edges, and confident typography. Paragon handled website design and build, while I directed the brand narrative and art direction to ensure coherence across site, socials, and community programming.
(03)
Creative Direction
Sunny knew that he wanted DinnerClub to be a digitally native brand, so we built a visual and verbal system designed for modern gravity: bold minimalism paired with tonal contrast, soft edges, and confident typography. Paragon handled website design and build, while I directed the brand narrative and art direction to ensure coherence across site, socials, and community programming.
(04)
Result
We built Dinnerclub from an invite-only experiment into a cultural brand and growing community. Since launch, membership has grown +200%, social following +500%, and partnerships have expanded to include Silicon Valley Bank, Pie, Drive Capital, and Beauty in Balance. Team: Founder – Sunny Shah Brand Strategist/Creative Director – Jay Towns Web Design/Development – Ryan Schneider (Paragon)
(04)
Result
We built Dinnerclub from an invite-only experiment into a cultural brand and growing community. Since launch, membership has grown +200%, social following +500%, and partnerships have expanded to include Silicon Valley Bank, Pie, Drive Capital, and Beauty in Balance. Team: Founder – Sunny Shah Brand Strategist/Creative Director – Jay Towns Web Design/Development – Ryan Schneider (Paragon)
(04)
Result
We built Dinnerclub from an invite-only experiment into a cultural brand and growing community. Since launch, membership has grown +200%, social following +500%, and partnerships have expanded to include Silicon Valley Bank, Pie, Drive Capital, and Beauty in Balance. Team: Founder – Sunny Shah Brand Strategist/Creative Director – Jay Towns Web Design/Development – Ryan Schneider (Paragon)
