Chairman’s Club
Done in: March 2023 / Customer: USANA Foundation
My Skills: Concept Design, Strategic Branding, Moodboard, Presentation, Invitations, Production, Printer and Client Communication
Project Scope
Overview:
The Chairman’s Club is a prestigious group at USANA, welcoming the top 50 sales associates annually. To gain entry, members need to donate significantly to the USANA Foundation, and have an interest in philanthropy. In return, they enjoy exclusive networking opportunities, including a service trip with the executive team, collaboration with the Foundation team to drive service initiatives, special recognition, and more.
Objective:
My job was to create a premium brand identity and a distinctive invitation package to entice these donors to join the club.
My Solution
Overcoming the challenge of appealing to both Asian and global markets, I chose a jade and gold color scheme that symbolizes harmony and success. This reflects their achievements and aspirations for philanthropy as club members.
I designed custom icons and illustrations, chose font pairings, and collaborated with a writer to ensure every detail was deliberate. For international markets, I researched compatible font pairings in six different languages. To enhance the luxurious feel, I chose foil and soft-touch paper, personalized the folders with individual names and included a signed letter from the CEO himself.
In addition to my role as the designer, I was also responsible for creating the production files in all languages, and coordinating with the printer and their production team – as the deadline was extremely tight and adjustments needed to be made until the last second.
The outcome was impressive – within a week, eight people joined the club, and all 25 spots were filled shortly after.
