The Gotham Club Brand

Creating maybe the most interesting ballpark experience in Giants' history.

The San Francisco Giants came to Butchershop with a vision to launch a private club at AT&T Park.

Our discovery process took us deep into Giants history. Early on we learned of the team’s original name: the New York Gothams.

Gotham felt powerful: if we were going to create a long-lived brand, it made sense to start with a strong beginning. The Gotham Club stuck.

Next came branding.

Every detail had to live up to the Gotham Club’s heritage

We extended this historical vibe into posters, postcards, photo re-issues, brochures and pennants.

To build intrigue, Butchershop designed a custom invitation and sent it out to 10,000 season ticket holders, former players and VIPs.

The invitations led them to a fully responsive website, which we designed and developed.

And the site uses good old fashioned narrative and visual storytelling to guide users straight into the membership process.

The Gotham Club filled membership within six months of opening.

Thrillist SF said: “SF has had an influx of totally awesome secret things as of late, but The Gotham Club might just be the awesomest, secretest one.”

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