Childfree community The Others Club has unveiled a new brand identity by Christchurch-based studio March Design.
The new look marks the community’s next stage of growth with a billboard beneath the KZ1 yacht at Auckland’s Viaduct bearing the message: ‘Childfree? So are we.’
Something warm and a bit cheeky
As friends start having children, many childfree adults find their social circles shrinking and their weekends getting quieter. The Others Club (TOC) brings those adults together to make new friends and enjoy shared experiences, from long lunches and gigs to weekends away, with members organising the activities themselves.
Founded by Danni Duncan in Christchurch in April, TOC has quickly grown to more than 1,000 members across New Zealand, Australia and the UK. Between them they have already created more than 700 meetups.
“We’re the others, and we wanted a brand that’s proud of it,” says Duncan.
“Something warm, a bit cheeky and happy to stand out. We gave March Design the freedom to run with that, and they’ve created something that feels like us.”
Create a sense of belonging
The new identity reflects the community’s personality while providing a flexible visual system that can evolve over time.
March Design creative director Matt Kitto says: “We wanted to create a brand that confidently celebrates life without children, without feeling the need to explain or justify it.
“Something that challenges the traditional expectations around what a fulfilling life looks like, while creating a genuine sense of belonging.
“The identity needed to feel as much like Danni as it does the community she’s built. Modern, warm, confident and a little cheeky.
“At its heart is a distinctive mark combining the TOC letterforms with a playful, floral motif, supported by expressive typography, colour and graphics. Together, they create a flexible identity that can move seamlessly between digital platforms, community events, merchandise and advertising, and continue to evolve as the community grows,” Kitto adds.
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