Propaganda, to be effective, must be believed. To be believed, it must be credible. To be credible, it must be true. 

– Hubert H. Humphrey 

Client Background

Propaganda is an exclusive men’s private club located in Atlantic City, catering to affluent businessmen aged 38-53 with a seven-figure income. The club offers a luxurious atmosphere for networking, relaxation, and entertainment, with a focus on communication, drinks, and card games. Propaganda embodies wealth, power, and sophistication, targeting a niche clientele seeking elite experiences.


Propaganda sought to establish a distinctive brand identity that would resonate with its upscale clientele and reflect the club’s exclusive atmosphere. The goal was to create a cohesive visual identity that exuded luxury, sophistication, and Russian heritage, setting the club apart as a premier destination for high-net-worth individuals.


Brand Concept Development

Extensive research into Russian history, culture, and design aesthetics inspired the brand concept. Drawing from early 20th-century Russia, the aim was to evoke a sense of grandeur and opulence while maintaining a modern and minimalist aesthetic.

Visual Identity Design

A minimalist color palette of black, bronze, and cream was carefully curated to convey sophistication and luxury. The custom typeface “Pravda,” inspired by Russian newspaper letterheads, was meticulously crafted to capture the essence of the time period and style.

Collateral Design

A range of collateral materials, including signage, invitations, membership cards, restaurant menus, and decks of cards, was created to ensure consistency across all brand touchpoints. Each piece was meticulously designed to reflect the club’s premium status and attention to detail.

Material Selection and Finishes

High-quality materials and special finishes, such as sleek black foil application on black paper, were chosen to enhance the premium look and feel of the brand.

Typography and Print Design

Leveraging Adobe Illustrator, InDesign, and Photoshop, typography and print designs were meticulously crafted to complement the brand’s aesthetic and communicate its message effectively.

  • Branding
  • Typography
  • Interior design
  • Print design
  • Custom printing
  • Sign
  • Invitation
  • Membership card
  • Restaurant menu
  • Deck of cards
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Photoshop
  • Adobe Acrobat


  • The newly established Propaganda brand received overwhelmingly positive feedback.
  • The brand identity successfully conveyed the club’s luxurious atmosphere and Russian heritage, attracting high-net-worth individuals seeking exclusive experiences.
  • Collateral materials, including signage, invitations, and membership cards, reflected the club’s premium status and attention to detail, contributing to a cohesive brand experience.
  • The use of high-quality materials and special finishes enhanced the brand’s perceived value and elevated its image in the eyes of its target audience.


Through meticulous research, strategic design, and attention to detail, Propaganda Private Club established a distinctive brand identity that embodies luxury, sophistication, and Russian heritage. The brand’s cohesive visual identity and premium touchpoints have solidified Propaganda’s position as a premier destination for affluent individuals seeking elite networking and entertainment opportunities.