Stylish New Social Club Visual Identity

Community & Non-Profit

Dovetail helps people to make friends through activities. Dovetail hasn’t launched yet and is starting to test events virtually while we’re socially distancing, and then will start to test events in real life. Eventually Dovetail will be in one location, Dovetail House, with the goal of having a network of houses around the US, once the proof of concept is successful. It’s hard to make new friends as an adult, particularly when you go through a transition that leaves you spending more time alone. Transitions like moving to a new city, getting divorced or losing your partner, working from home, changing jobs, or living alone. People are increasingly socially isolated and Dovetail seeks to reduce that social isolation. Social isolation leads to loneliness and loneliness is just as bad for your health as smoking 15 cigarettes a day, and is worse than being obese. On the other hand, according to a Harvard study, the key indicator for a life of happiness is the quality of your relationships. There are two things that are hard about making friends: Meeting new people - finding out where to meet new people and then making the first move Turning acquaintances into friends - scheduling time to see them again and then figuring out what to do/say when you see them again Dovetail will solve these problems by hosting activity series that are centered around people interacting with each other and, because of the series, will provide repetition and consistency in seeing the same people, making it easier to meet new people and create friendships. This is very similar to dating, so while we’re socially distancing in this really weird time we’re going to test some online speed dating to start building the email list and brand. Audience Target Individuals who are looking to make new friends who they will (eventually) spend time with IRL, near where they live. People who are kind, curious, optimistic, playful, and brave. Ages 35-55, spanning all genders and races, but with disposable income that they will spend on their social life. Market to those who live alone, are new to a city, recently single, working from home, but there will be people outside of these situations who want to make new friends.

Must Haves Be inclusive and appeal to all genders, races, etc., but with a tinge of exclusivity that makes people want to be part of it. Needs to feel stylish and classic. Could be a retro Mad Men feel, but without the misogyny. Must Nots Feel pretentious or stuffy, like a country club or Soho House. Feel dated or worn, like a Lodge or American Legion. Tone Welcoming, optimistic, personal (talking to the individual) Authentic - nothing is perfect, sometimes things suck Playful and witty, but also polished Makes people feel courageous, confident and comfortable, like you’ve been welcomed into a hip (not hipster), inclusive group. One level more exclusive than being accessible to anyone. This is something special, more than status quo, and you can have it if you go get it (and if you’re kind, curious, optimistic, brave, playful). Deliverables Visual Identity Package Type-driven logo - I’d like to see options for capital and lowercase d. THere’s something about an all lowercase dovetail that I really like. Image to be used in conjunction with type-driven logo for social media (Soho House has a type-driven logo and then a separate image they use for social media handles, and also Barry’s Bootcamp is a type-driven logo with the image nested in the word and then removed for social media). Don’t want an image that is to the left, right, top or bottom of the logo. Font - to be used on website, in marketing materials - not something that needs to be licensed Color palette - I’d like to see some options for dusk and teal. I don’t want generic blue. Inspiration https://www.theatlantic.com/ - It’s up front and honest while also caring and down to earth. Very clean look with pops of color. https://www.barrys.com/ - For go-getters, while also acknowledging how things can suck and we’re not perfect. Also like the logo - all typeface with one letter an icon that is used for their app and social media. https://elizabethwarren.com/ - Striving for better, while being optimistic, nice and a decent human being throughout. And if you volunteered you felt like you were part of something bigger than yourself. “Dream big, fight hard” “Hope over fear” “Courage over cynicism” https://artists.spotify.com/ - Bold. “Make Spotify Yours.” is a great line to signify that this big thing exists, but it’s really the artists’ platform. https://www.morningbrew.com/ newsletter - chock full of valuable information while showcasing a personality and never making you feel dumb https://www.sohohouse.com/ - only in the way that the name and image that they use on social is used separately

Every design category has flexible pricing for all budgets. Logo & brand guide starts at $429.