My client acquired an old swim club that had its popularity in the late 1960's. The place was tired and ready for an upgrade. The residential area had maintained it's strong and stable reputation but had lost interest in the community pool as the families grew older and eventually sold to the next generation of homeowners. The new neighborhood homeowners were younger, more active and had young children in their families.

The idea of a private swim club with a limited membership was promoted through a series of (affordable) B&W ads. These ran in the local tabloid publications. Support material was designed to answer the reader's fundamental questions and to initiate the membership drive. The campaign was designed to rotate the ads and promote the different points of interest about the new club. It needed to be a clean quick message. Simple and contemporary images yet not loose touch with the retro history of the neighborhood.

An interesting challenge. There's no new pool or clubhouse, only those neat architectural renderings. Of course, a very low budgets, a tight time line and a great client. Sometimes these are the best of projects.