The CLUB Hotel
The CLUB Hotel Brand Identity
The Objective
The CLUB Hotel, an iconic establishment in Southern Cross, WA, needed a brand identity that honoured its rich history while positioning it as a must-visit destination for travellers, tourists, and the local mining and wheatbelt communities.
Originally built in 1888, the hotel played a key role in the region’s gold rush era, serving as a meeting point for Cobb & Co coaches and early pioneers. After years of decline, a major renovation in 2022 set the stage for its revival. The challenge was to rebrand the CLUB Hotel, ensuring it stood out not just as a hotel, but as a destination—one that blended heritage, luxury, and modern hospitality.
The Solution
Dovetail developed a distinctive brand identity that stayed true to the CLUB Hotel’s historical significance while incorporating elements that reflected its modern evolution.
Positioning & Tagline - “The Gateway to the Goldfields” highlighted the hotel’s unique geographical location and its role as the entry point to the historic gold mining region.
Visual Identity - The gold and black colour palette represented premium hospitality, with gold symbolising the wheatbelt and mining heritage. The playing card ‘club’ symbol from the original logomark was refined and reintroduced.
Architectural Details - The original floral balustrade patterns were redrawn and integrated into modern design elements, appearing on the bar canopy and privacy screens in the deluxe rooms.
Historical References - Cobb & Co prints and archival photos were incorporated throughout the hotel to connect guests to its storied past.
Website & Digital Presence - A user-friendly website was developed, optimised for SEO to attract travellers searching for accommodation, craft beer, and local events. The site enabled easy booking for overnight stays and featured information on Goldfields Brewery and regional attractions.
The Result
The CLUB Hotel’s revitalised brand and online presence successfully reintroduced it as a premier hospitality destination in Southern Cross. The branding resonated with both locals and visitors, while the SEO-driven website attracted new guests and boosted accommodation bookings. The CLUB Hotel is once again the heart of the community—a must-stop venue for those travelling through the Goldfields.
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.