Carina Leagues Club
BRAND AND WEBSITE
Carina Leagues Club isn’t your average pokies and parmies venue. With more than 50 years of history serving its local community, Carina Leagues Club has a cherished place among the heart of locals and donates millions of dollars a year to community causes. But something wasn’t quite right - the leadership team felt the brand didn’t connect with or reflect who they really were.
INSIGHT
In 2024, the club embarked on a major renovation and worked with LCC Group to evolve its brand in line with its vision for the future - to become the number one community club in Queensland, delivering unrivalled social, entertainment and dining experiences.
As the club’s ecosystem includes gaming, our strategy required sound, contemporary knowledge of the gambling industry to navigate the inherent sensitivities of the space and ensure all communications were highly responsible. The new brand blends the legacy of Carina and the iconic tiger with a more modern, geometric shape that formed the letter “C”. The tiger always looks forward to the future, and is supported by a rich, contemporary colour palette of burnt orange and deep green. Today, the renovated club and new brand stands as a testament to the future of community clubs and the elevated experiences they can provide.
SERVICES
+ Brand strategy
+ Insights
+ Brand design
+ Brand photography
+ Website
WEBSITE
To support Carina’s vision, we designed and developed a robust website capable of managing a high-traffic, multi-faceted entertainment hub. Understanding the unique drivers of the club industry, we built an accessible site that seamlessly integrates their dining, events, and ‘Evergreen’ loyalty program, providing patrons with an intuitive, user-centric experience.
Because the club handles thousands of patron memberships, loyalty details, and function bookings, the back-end of the platform was built secure by design. By implementing stringent data protection measures, we ensured the club's digital presence is just as safe, reliable, and welcoming as the physical venue itself.
