Club Paradise

From a traditional RSL service club to a bold, modern gaming destination, we helped Club Paradise redefine its position in the heart of Surfers Paradise. Through strategic repositioning, a refreshed brand identity and a new website, we created a stronger, more relevant presence designed to connect with a new generation of patrons.

Project Disciplines

Branding, Creative, Hospitality, Websites

The Challenge

Formerly known as Diggers, Club Paradise has a long history as a service club supporting the Returned & Services League of Australia. However, with declining patronage and changing market demands, the club recognised the need to evolve its offering and reposition itself for the future.

With the largest live screen in Surfers Paradise and an extensive selection of gaming machines, the club had a clear opportunity to establish itself as a dedicated gaming and entertainment destination. The challenge was to build a brand that resonated with its target audience of men aged 30–60, offering a relaxed, no-nonsense environment built around great entertainment, good value and good times, while retaining a connection to the club's heritage.

The Outcome

We developed a clear brand strategy and refreshed visual identity that transformed Club Paradise into a bold, confident and contemporary gaming destination.

To support the rebrand, we also designed and developed a new website that puts the venue's key attractions front and centre. With a clear structure, engaging visuals and a streamlined user experience, the website showcases the club's gaming facilities and entertainment offering while establishing a stronger digital presence.

Together, the brand and website have given Club Paradise a fresh identity and a clearer position in the market, setting the stage for its next chapter as a go-to gaming destination in Surfers Paradise.

Club Paradise

The Challenge

The Outcome

Let’s create impact.

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