An Adventure in Luxury

A gold-rush era gentleman’s club gets reincarnated

Strategy / Branding / Collateral / Packaging

Going Back In Time


Founded in 1917 as a club for adventurers from the Yukon gold rush, the Arctic Club was reborn as a boutique hotel and bar nearly 100 years later. Rooted in the heritage of explorers and pioneers, the Arctic Club has always been a place of refuge, indulgence and total comfort.

The provocative history of an adventurous era served as our inspiration for this lavish brand experience.

Arctic Club Identity Materials

Putting a walrus in the logo.

That we were putting a walrus in the logo was without question. But we didn’t want to make the brand feel at all cartoony or inelegant so we balanced the illustration clean, classic typography and a rich / icy color palette.

Pairing up with leading hotel design firm Candra Scott & Anderson, we played up the rich history of the building at every turn. We scoured the AC archives for old photos, journal entries, and architectural stories to turn into design touches for the interior and collateral for the guests. We designed the entire experience to be reminiscent of the era—from the key cards to the door hangers.

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