Sinclair was conceived as a cultural extension of Century Artizan—a members’ club for those drawn to art, architecture, and refined leisure. Located within a private community in North Bangalore, it needed to operate beyond real estate branding. The space had to feel intentional—like it had always existed.

The brief was to build a brand with weight and elegance. One that would appeal to a discerning audience but remain open, generous, and current.

The Friction

The club offered multiple experiences—dining, recreation, events, hospitality—but lacked a framework to hold them together. Most naming or identity systems skewed corporate or overly thematic. The risk was creating a luxury veneer without soul.

There was also no reference point. Sinclair needed to define its own rules: naming, voice, visual system, signage. Everything had to be imagined from scratch.

The Thinking

We named the brand Sinclair—a name with literary weight and understated presence. It felt like a signature. Personal, yet open-ended. Familiar, but hard to place.

From there, we built a house-of-experiences architecture, where each space had its own name and mood. The Crimson Bar. The Blanket & Brew. The Ballroom. Each sub-brand followed a tone rooted in restraint and intimacy—designed to evoke feeling, not explain function.

The identity system used a custom serif wordmark, supported by a detailed logomark, monogram, iconography set, and a visual kit for signage, cards, menus, and more. Every element was built to support long-term use across physical and digital contexts.

The Transformation

Sinclair became a brand with room to breathe. The visual system was spacious. The tone was measured. The naming created depth, allowing each corner of the club to speak in its own voice while staying within a larger framework.

Every space was designed with care—from environmental graphics to menu headers—ensuring that the brand was not just seen, but felt.

The Outcome

Sinclair launched with presence and clarity. It didn’t try to convince—it held its ground. The club now serves as a cultural and social anchor for its community, built on identity principles that balance formality with warmth, structure with emotion.