City of Perth Surf Life Saving Club

Since 1925 the City of Perth Surf Life Saving Club has sat on the water’s edge at the stunning City Beach.

As the Club entered a new era of its development they needed to be clear about who they are and what they stand for. We developed a strategy that honoured the past, embraced the present and would shape the future.

We created the Club’s vision of ONE CLUB, ONE COMMUNITY and then developed the new brand which would be first seen when they returned to newly designed club rooms by Christou Architects.

When creating a club emblem that needs to appeal to everyone from 5 to 95, it is a challenge and there were many voices that needed to be heard. The outcome is a modern, approachable brand and system that has the necessary elements to expand and contract as it needs to a variety of audiences, stakeholders and members both inside and outside the Club.

We worked across all aspects of the brand including the design and fitout of the club rooms. The project across a number of years culminated in the building signage being installed in September 2018.