Propaganda is a high-end men’s private club with a Russian atmosphere, located in Atlantic City. The brand represents wealth and power. The club targets a very narrow group of businessmen, ages 38-53, with a seven-figure income. The club is an elite, relaxing place for communication, drinks and card games.
To create a feeling of luxury, the club uses a minimalistic palette of black, bronze and cream. The design style is inspired by early 20th century Russia. The custom typeface Pravda, based on the Russian newspaper letterhead, was chosen to help represent time period and style. The heavy letterforms are combined with elegant lightweight design elements that create a unique style. While the design is clean and minimalistic, the brand uses many high quality materials and special finishes to convey a premium look, including a sleek black foil application on black paper.