Legacy Club had its sights set on disrupting not one but two stale industries: networking and members' clubs.
Let's be honest about networking as we know it, name badges, lukewarm coffee, and someone trying to sell you something within thirty seconds of "hello." Tired doesn't even cover it.
Members' clubs, meanwhile, had their own problem: velvet ropes. Sky-high fees or invite-only access, designed to keep people out rather than bring people together.
Legacy Club's founder looked at both and thought: there's a better way. His vision was a genuine community. Somewhere people could actually be themselves while doing business, set against the best backdrops London has to offer.
Big ambition needs a brand to match. So they called Thumbcorp.
DELIVERABLES
Strategy, Positioning, Verbal/Visual identities, Digital rollout, Campaigns
SECTOR
PREMIUM HOSPITALITY
RESULTS
120% Membership Y.O.Y Growth
BE NOTICED
PUT THE MONKEY IN THEIR HEAD
Networking had become self-serving, siloed, and stiff.
Three words nobody wants associated with their brand. We knew that to bring this community together, it needed something to connect it: a thread running through everything.
So we led with a simple, powerful idea: Be the Difference.
The thinking? Success isn't just about being great. It's about leaving a legacy through the businesses you build and the actions you take. It's levelling up, opening up, and raising the value of everyone around you.
Join Legacy Club. Seize the opportunities.
Working with Dan Cushing and the ThumbCorp team on the rebranding of Legacy Club was an outstanding experience from start to finish.
They took the time to understand me as the founder, my vision, values, and long-term goals, then translated them into a brand identity that feels both modern and true to why I started LC.
Their creativity, strategic thinking, and outside the box attention to detail were incredible.
2 years down the line, we speak regularly about what else I should be doing and shaping LC and my other companies.
CHRIS CAFFREY, FOUNDER
BE REMEMBERED
BUILD A WORLD THEY CAN'T FORGET
A community needs a shared language, something members could wear with pride, like a badge of honour.
We created a symbol that was sleek but bold, with enough flexibility to stand out across every touchpoint, echoing the brand's versatility and fresh energy.
We introduced sign-offs built around empowerment, all rooted in one idea: stop selling yourself, start being yourself.
That message ran through every event and every interaction, fun, human, and unmistakably Legacy Club.
BE REPEATABLE, REPEATABLE AND REPEATABLE.
CAMPAIGNS. CONTENT. SYSTEMS.
Social media became the engine room. We roadblocked channels and filled feeds with content that was genuinely delightful, because this was never about the hard sell. It was about enjoying the experience.
Email campaigns, onboarding, every single touchpoint, all inviting, inclusive, and entertaining.
The soul of the brand was its biggest asset. So we made sure it showed up everywhere, every time.
RESULTS
THAT MATTER.
The numbers tell their own story and it's a good one.
Membership has grown by an average of 170% year-on-year over the last two years. Not a one-off spike, but sustained, consistent growth. Proof that the brand isn't just turning heads, it's keeping them.
That growth needed somewhere to go, so Legacy Club expanded its footprint, with a 50% increase in membership sites. More locations, more communities, same unmistakable energy.
And perhaps the best sign of all: retention rates are up. People aren't just joining Legacy Club, they're staying. Which is exactly the point.
When the brand is built around being yourself rather than selling yourself, people tend to stick around.
Turns out, when you build a community people actually want to be part of, they don't want to leave.