ABOUT

CARLYLE & CO.A new breed of international private members' clubs

RICH IN CHARACTER
Carlyle & Co.  is a new breed of landmark private members’ clubs. It is home to a diverse hand-picked community who value richness of character, integrity and a liberated spirit over the influence of position or the will of wealth. A community as convivial as it is eclectic, with nothing to prove and much to share. Inspired by the easy-going glamour of New York’s iconic hotel, The Carlyle, and featuring its legendary Café Carlyle, this progressive club revels in its eccentricities, its sense of fun and more than a touch of whimsy. 

THE MAGIC BEGINS ...
Yang Rutherford were engaged by Rosewood Hotel Group from the outset. We developed the Brand DNA and devised the club's intriguing name - as well as naming the guest rooms, inspired by influencers in the history of The Carlyle. We then crafted the Brand Positioning: “It’s only when surrounded by greatest and most magnetic of company that the magic begins.” Our designers created the brand identity system, including a characterful, hand-drawn logo celebrating individualism, which was later extended into a digitised font set. We designed membership collaterals, a characterful signage system and directed a variety of artworks. 

Winner of the AHEAD Awards 2022 for Visual Identity