THE QUIN SOCIAL CLUB: BRAND

THE BACKGROUND: The Quin Social Club is the latest iteration of an Old Boston institution: The Algonquin Club, b. 1886. New owners wanted to celebrate its deep-rooted sophistication while making the case for a new generation to join.

THE GOAL: Translate The Quin’s brand for a vibrant, creative, and under-35 crowd on their social channels.

WHERE WE STARTED:

The Quin’s original social media presence played heavily on their old-school cool. Post copy positioned them as authorities on all things Boston and bon vivant. We aimed to be witty and playful in the manner of the Town & Country set.

Although this performed well with the club’s then-current membership, primarily in their 40s and 50s, the emphasis on locale and on heritage didn’t resonate with the younger audience The Quin had hoped to connect with on social.

HOW WE EVOLVED IT:

Verbally, we kept the club’s wit, but started to write captions more informally. Instead of presenting The Quin as the arbiters of taste, we aimed to position them as curators. We centered the conversation around the offerings and possibilities the club will provide, and let our confidence show itself as playful irreverence.

Visually, we took inspiration from the way the club continued to evolve over the years, and re-conceived of The Quin’s Instagram page as an ever-updating collage. Each month’s content would flow naturally into the next’s, emphasizing continuity while also leaving room to mix in more of-the-moment images and styles.

We also reflected this new voice in an updated manifesto, which celebrates the same irreverence and spontaneity as the social media content. Concrete details like “small plates in Sicily” and “grand old building” communicate the elegance of the club – but we’re also sure to mention the “ragers” and “side hustles” that make it come alive for a younger audience.

To see more of the work that this shift led to, see The Quin Social Club’s page under the Ad Work section.

Art Direction: Jenny Kim

Design: Krystyn Claire