Royal Southern Yacht Club established in 1837, is one of the most prestigious member yacht clubs in the world. At almost 200 years of age, the Members Club boasts a rich history of toil and ultimate racing success.
The Royal Southern Yacht Club needed to evolve their branding and identity. They also needed to migrate their website and content onto a flexible, user-friendly CMS website platform, to deliver an improved digital experience for staff, members and users.
The Royal Southern Yacht Club website needed an improved user experience, and friendly admin interface. It was essential their website became mobile friendly and delivered improved page load speeds
The clubs impressive international racing heritage and Royalty needed brining to the forefront. A key objective was to also appeal to a younger audience, while receiving approval from their legacy members
Full brand spectrum treatment
The success of Royal Southern Yacht Club’s identity and branding is vital for many reasons.
The club already had very good idea of what their “brand promise” was, we helped to craft the promise and the overall brand story so they can be expressed effectively throughout their business operations.
Once we developed and crafted their brand strategy and story, we interpreted their brand characteristics in a more visual way. This package included logo design, strap-line development, colours, and typography.
The objective here was to unify all of these elements into a coherent and communicative design language that could be translated by not only their design team but the company as a whole.
We needed to identify how the current website was built and its data infrastructure, so we could ensure a smooth migration from the old platform to the new website without any major surprises further down the project; while bringing the website into the modern web space.
Our consultation resulted in the key decision being made to use the Craft CMS web platform for the new website.
We ensured the new website design would be mobile responsive and correctly keyword / phrase focussed, with the lowest page weight and loading speeds as possible – Because Google takes all of this into account in their ranking algorithms.
Also, it is really important in delivering a good user experience.
Once the design had been agreed the development of the custom website platforms, CMS (Content Management Systems) administration panels, templates and user interface components began.
Our in-house team of developers successfully delivered this phase of the project on time and in budget.
The Just Brand successfully launched the new website, migrating content from the old website to the new Craft CMS, and created easy to use templates for the Yacht Clubs staff to use when adding new content, events and galleries.
The new website has attracted considerable praise from staff, members and associates respectively.
A letter was received from The Queen’s Private Secretary at Balmoral Castle reporting that Her Majesty has graciously approved the new logo, style and artwork for the Royal Southern Yacht Club.
Club Mirror Award Winner 2018
Royal Southern Yacht Club won Club Mirror Website of the Year 2018. Club Mirror is an organisation of Members Clubs throughout the UK. Established 50 years ago the organisation have just celebrated 28 years of the Club Awards.
The Queen’s Private Secretary wrote to the Club reporting that Her Majesty had graciously approved the new logo, style and artwork for the Royal Southern Yacht Club. We’re incredibly grateful to The Just Brand for creating this new image for us.
The new website image, using the new style has also attracted considerable praise across our many members and committees. Its fantastic news that we won the Club Mirror award for best international club website, many thanks to you all at TJB for designing and developing a website for us that is fit to win this great award!