The Trouble Club
Website & Branding Refresh
Industry:
Events, Networking, Travel
Services:
Web Design, Branding, Web Development, SEO, CMS Integration
Challenge:
The Trouble Club had a strong, provocative identity offline — a bold community centred around conversation, culture, and a hint of intentional mischief. However, this energy wasn’t translating online.
The challenge: transform The Trouble Club’s digital presence into a compelling, modern, and cohesive brand ecosystem — without losing its rebellious, witty edge.
Images
Trouble Showcase
Design Approach
Design Approach:
The approach was rooted in the idea of the inner circle: intimate, intriguing, and irresistible. We developed a visual and UX direction that was: Clean but bold, Editorial and culture-led, Playfully subversive, Community-first.
Key Design Goals
Key Design Goals:
- Build a recognisable visual identity A unified system of typography, colour, image direction, and tone that could scale across web, print, and social.
- Make the membership offer unmistakably clear Two refined tiers (“Trouble City” and “Trouble Everywhere”) designed to be simple, desirable, and conversion-friendly.
- Improve the browsing experience for events Easy navigation, clear hierarchy, and enticing editorial-style presentation.
- Introduce a consistent brand voice Cheeky but smart copy throughout: headers, CTAs, microcopy, and promotional materials.
Design Features
Design Features:
- A deep, sophisticated palette with unexpected pops of colour
- Repeated circle motifs reinforcing the “inner circle” concept
- High-contrast imagery and bold use of space
- Bold Sans Serif type for editorial character
Development & CMS
Development & CMS:
We developed a custom, modular content system that empowers the Blue Earth team to edit and grow the site effortlessly.
Every element — from schedules to partners — is structured within reusable blocks, so future summits can reuse the same architecture without rebuilding.
Images
Technical Highlights + Performance Outcome
Technical Highlights:
- Fully responsive design optimised for mobile-first behaviour
- Improved page load speed through compressed media and refined CSS
- SEO-friendly structure with semantic hierarchy and optimised metadata
- CMS-friendly modular system allowing the team to add events, perks, and blog posts without design drift
Performance Outcome:
- Higher event attendance due to clearer pathways and member-priority messaging
- Longer on-page engagement, especially on events and membership pages
- Consistent brand presence across print, digital, and social
- Improved team efficiency thanks to reusable layouts and clearer brand guidelines