Let’s get together.
Sam’s Club isn’t just for stocking up, it’s for backyard BBQs, family dinners, or everyday hangouts. In early 2023, we launched a new campaign and design system built around the idea of togetherness. The concept tapped into the brand’s core value of connection through great products and shared moments, while giving new energy to the iconic Diamond mark as a recognizable and unifying element across the work.
The Sam’s Club Diamond has always been a beautiful representation of simplicity and minimalism. We used that minimalism to highlight the maximalism that membership could offer. The result was a window into the rich textures of products, services, departments, and the positive life experiences they enabled.
