Re-Branding a Members Club in NYC

Challenge

Lightning Society, a well-established community and event organization, has been hosting social events and running a co-living space in Brooklyn for over a decade. In 2024, they expanded their vision by acquiring a building in SoHo to launch a members club and enlisted us to align their rebrand and launch strategy with this new chapter.

The challenge was to evolve their identity to resonate with Manhattan’s discerning, design-savvy crowd while preserving the essence of their 15,000-strong Brooklyn-based community. Known for its dynamic programming in thought leadership, the arts, and social wellness, Lightning Society needed a brand that could seamlessly adapt across its diverse pillars and community members.

Their existing brand felt dated and lacked the sophistication needed to establish a timeless, design-forward presence reflective of SoHo’s rich legacy in art and culture.

Additionally, we were tasked with building out the full marketing strategy, budget and team hires required to bring this members club to market.

Solution

To address the challenge, Propelled conducted an in-depth exploration of Lightning Society’s history and the new direction required for its evolution. Drawing inspiration from the Bauhaus movement, we created a brand that emphasized functionality, simplicity, and the seamless integration of fine arts and craftsmanship, resulting in a sophisticated and modern aesthetic.

We developed a versatile brand system designed to align with the building's multifunctional spaces and the diverse pillars of Lightning Society’s programming.

To support the launch, we crafted an exclusive Founders Circle strategy, offering premium benefits to attract early adopters and cultivate a community of brand advocates.

Our phased marketing strategy spanned partnerships, events, social media, content marketing, and other key channels aligned with the launch timeline. Additionally, we created a year-long series of marketing campaigns to engage the audience, build intrigue, and establish a lasting presence.

Results

Our strategic marketing approach established a solid foundation of credibility, enabling Lightning Society to secure additional funding from investors.

Leveraging our network, we successfully doubled the size of the exclusive Founders Circle invitees. Through in-depth interviews with potential investors and Founders Circle members, we refined the value proposition, driving increased engagement.

To support Founders Circle sales efforts, we designed five unique and exclusive event concepts and built a dynamic sales funnel. We launched a new website that is already driving increased email signups with little promotion.

With the new brand and initial campaign set to launch in February 2025, Lightning Society is poised to make a powerful and lasting impact.