CAPITAL CLUB
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“The cost of your new life is the death of your old one”
Yep, I’ve killed so many of my lives to labour the one I have now - and I plan to continue doing so until 150 years old. Yes, that’s my life’s goal: 150 years, healthy, doing pushups, running, cold plunging, riding my motorcycle. Until the day I live my last and best life of all. I hope to connect with likeminded people on this path and to contribute to “killing old lives” only to see the birth of so many more!
I feel particularly connected with the idea of “working with people who want to see you WIN IN LIFE!” That’s the kind of work environment I want to be part of and contribute to.
So, how can I be of value for Capital Club?
I am a creative with passion for innovation with over 10 years leading creative teams and elevating brands and more than 20 years of experience in visual communication and design. As a journalist that steered to marketing, I can seamlessly blend storytelling with a product’s value and how it can help people solve their problem. I am challenged by condensing a company's vision and goals into wordless designs. I know I succeeded when people take a look and go "ahhh, got it". I strongly believe that in that "a-ha moment" the message is felt instead of just understood and will make others internalize what the company is all about. People will recognize and relate to the brand more readily every time they look at the visuals. I am driven by that feeling and have honed my skills by navigating diverse business landscapes that include Commercial Real Estate, startups, SaaS products, and various others (including fund companies and VC incubators).
Now, let’s talk about your branding real quick
It’s clean, modern and minimalist. I like it!
• Visual Identity (from what I can identify):
• Color palette: monochromatic, white - black.
• Symbols: alternating with letters to give this impression of a “glitch”
• Fonts: clean, modern, sans serif, yet robust
What it lacks: consistency across your online touchpoints. Here’s what I mean:
• Social media:
• YouTube: no consistency in the thumbnails. The problem with this is that people cannot identify at a glance which videos are from the “official” channel. Each video looks like it could have been posted by a different channel. The colors and fonts are also confusing. Stick with the monochromatic palette, or alternatively, introduce one or two secondary colors to use on thumbnails and collaterals. Also, there's a repetitive use of the same headshots of Luke on different videos, which may be making you miss new views, as people might just think they've already watched it.
• IG & TT: there's a different style in fonts, accent colors, and captions between these two platforms, especially when looking at the various official accounts: Luke’s personal profiles (who's the face and voice of the brand) and the Capital Club profiles. Cohesiveness is key to promoting credibility and brand awareness.
• Website:
• It seems (correct me if I’m wrong) that you were directly inspired by the MasterClass.com website. There's nothing wrong with that, as Capital Club has put its own spin on the design. However, after five years in the market and as a growing company with a unique selling point that sets you apart from competitors (the networking community), Capital Club could benefit from bringing this differentiation to its visual identity as well.
• Landing pages: I see only one landing page being pushed on your social media: the goldrush.capital.club. Consider creating more landing pages that speak to different niches within your broad audience. This allows for targeted ads that address specific demographics and helps increase conversion rates by addressing their particular pain points. For example:
- Businesses owners looking to grow
- People who want to quit their 9-5
- Students (we elevate students)
Other topics for consideration
• Stationery and Brand Materials: review and update business cards, letterheads, and branded merchandise.
• Customer Support System: manage customer inquiries, support tickets, and live chat.
• Value Ladder: what does it look like? What are the freebies you offer to them upsell the membership?
• Survey and Feedback Tools: Focus on gathering customer feedback, conduct surveys, and analyze customer satisfaction to improve products.
• Referral and Loyalty Program: create and manage customer referral and loyalty programs. There are platforms out there to automate referral programs, however, you could use creative ways to build such campaigns without having to pay for additional subscription. Here are a few examples:
• Gamify the experience by introducing a Point-Based System where customers earn points for actions like referrals, social media engagement, or writing reviews. These points could be used to unlock digital rewards, badges, or higher membership tiers with exclusive perks (like sneak peeks or insider content).
• Set up Challenges and Milestones (e.g., refer three friends, post about Capital Club on social media) and offer virtual badges or recognition on your website/social media as rewards.
• Recognition and Appreciation with personalized Thank You Notes (emails or handwritten notes to customers who refer others). Recognition and appreciation can go a long way in building loyalty without financial incentives.
• Pitches and Proposals. Here are a few points that I like to make sure go into any documents/presentations to strengthen the arguments and facilitate the decision making:
• Crafting a strong brand narrative
• Designing visually compelling presentations with persuasive content
• Developing key messaging and value propositions
• Supporting with market research and data
• Building a compelling business case
• Leveraging storytelling techniques with emotional appeal
• Prepare for Q&A and objections
• Post-pitch follow up