Belvedere · 2023
Where the product is the system.
Extending Veuve Clicquot's Sun Club identity into a modular brand system and toolkit for venues and accounts, and building its Las Vegas edition at Fontainebleau's Legacy Pool.
1
Brand toolkit built for multiple venues and accounts
3,000+
Branded RICH glasses deployed poolside
950
Custom Sun Club hand fans produced
200
Guests at the June 25 opening reception
The brand book gave us a wordmark, two typefaces, and a stripe. The work was teaching them to become a pool.
The Brief
Sun Club is Veuve Clicquot's summer platform, staged at rooftops, beach clubs, and pools around the world. The Maison provided the core identity: wordmark, typefaces, symbols, and the signature stripe.
STADM extended those assets into a toolkit any US venue or account could adopt, then built its first full expression at Legacy Pool, Fontainebleau Las Vegas, installed overnight around a pool that never closed.
The Brand System
Built from the Maison's guidelines outward, so each rule holds on a hand fan or an eleven-foot wall.
01
The Lockup
Wordmark, host line, Maison signature. The host line swaps for any venue or account.
02
Typography
Veuve Clicquot Serif for text. Floriane Cadillac script for one flourish per surface.
03
Color
Clicquot yellow and cream build surfaces. Navy for type and stitching. Pool blue grounds.
04
The Stripe
A vertical band frames the lockup. The full cabana repeat dresses soft goods.
05
Symbols
The VCP seal marks RICH. The sun marks Road to the Sun. Each appears only with its product.
06
Templates by Shape
Arch, banner, panel, arrow, fan, menu. One grammar, ready for the next venue.
Applications
Each graphic was drawn to an existing frame: the pergola's curve at the entrance, the original archway in the breeze-block wall, the gold-framed bar back, mounted on removable thumb screws so a working bar stayed untouched.
Craft
Three logo placements were prototyped and tested at the venue before the embroidered headrest was approved, stitched in navy to match the type. Cushions, towels, wardrobe, and the RICH service ritual followed the same specification.
The System in Space
Every touchpoint was mapped to the pool's footprint, rendered as a décor swap, then built overnight. The June 25 opening brought up to 200 guests to Legacy Pool.
Result
Toolkit
One system, ready for the next venue or account.
Legacy Pool opened as a fully realized Sun Club on June 25, 2025. The system behind it is built for reuse: swap the host line, keep everything else. Las Vegas was its first full expression.
