“A relatively new category, Residence Clubs have emerged over the last five years. They provide beautiful homes in exotic/desirable locations that include premier luxury services at luxury prices. Our client, a latecomer to this category, wanted us to differentiate his club from the others. While other brands in this field focused heavily on the investment value, the locations or the beautiful homes, we wanted to deliver on the emotional experience and the memories that would result,” said TK “We picked the name Lusso simply because it is the Italian word for luxury. The typography was inspired by the stenciled lettering found on shipping crates from distant lands, as well as the very expressive and distinct lettering from the Roaring Twenties.”