With a rich legacy in sport, entertainment and community, St. George Leagues Club set out to build something bigger. Following the acquisition of two additional local clubs, Masos and Scots Club, they needed a brand to unify the group while celebrating the unique character of each venue.

We led the end-to-end development of the new brand, including naming strategy, visual identity and digital presence. Backed by extensive audience and patron research across more than 25 local clubs, we developed a brand architecture that honoured tradition while positioning the group for future growth. The result was St. George Venues, a modern hospitality brand grounded in community connection.

To bring it all together, we designed a clear one-page website that acts as a central hub for all three clubs. The site highlights the group’s shared values, promotes their rewards program, showcases community involvement and provides updates on each venue’s evolution. A thoughtful digital experience designed to grow with the brand.