Dame Miami is a members-only country club concept that’s turning the tired, patriarchal idea of the “old boys club,” on its head by putting its female members first and treating them like royalty. Sports clubs, country clubs, and men’s clubs across the country have long been a comfortable social retreat where men can gather and be themselves. Dame is a club dedicated to bringing American women together and offering them the same sort of experience – a female-forward social club with amenities that fit their needs to a tee.
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DAME MIAMI
Ladies first.
For well over a hundred years, Golf Clubs, Country Clubs, and Men’s Clubs across the United States have given special treatment to their male members – if they even bothered to allow women at all. From membership rules and locker rooms to the pro shops and even traditional club decor overall, it’s been plainly obvious that these clubs were not designed with women in mind. There might as well have been a crudely scribbled “no gurlz allowed” sign taped to the front door.
This truth was the insight and inspiration for Dame Miami — a country club concept for the female member. Created for women by women, Dame Miami offers the traditional club sports experience with specialized amenities that put their needs first.
With the goal of bringing an updated feel to traditional elements, EightySeven created a name and identity that felt nostalgic to club culture but added a feminine touch. It was important that the name and visual style felt natural — leaning into tropes that scream “women only” was something we intentionally avoided. Men’s club’s don’t scream “men only,”— it’s just inferred. Our goal was to flip this notion, and communicate the idea with subtle sophistication.
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The word “Dame” traditionally refers to a female member of English society that has status or nobility. EightySeven saw an opportunity to create something that felt at home in the hospitality world — taking cues from restaurants and hotels. Dame Miami acts as the club’s name, and lays the foundation for a secondary system. The different membership and amenities options are expressed as The Dame Racquet Club, The Dame Golf Club, The Dame Beach Club and The Dame Pilates Club.
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The use of bold serifs for the wordmark pays homage to classic country club logos. In a nod to the club’s purpose, the “M” in “Dame” is an inverted “W,” derived from “women”. Like any traditional club proshop, it was important to have a series of secondary and tertiary crests/marks to express the brand’s name, amenities and location.
The palette was inspired by the tones found in each of Dame Miami’s amenities: golf, beach, tennis and pilates. Shades of lavender bring an unexpected pop and act as a subtle wink to a more traditionally feminine color.
Finally, the photography, patterns, and layout combine traditional styles in a modern light. The assets compliment the club’s interior style and celebrate the sophisticated luxury of being a member at Dame Miami.
The result is a brand that honors its club’s mission and invites women to experience a different side of luxurious country club living.
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