Work / Creative Leadership

Membership+ Programme

Year

2026

Caesar Membership

One membership for life at the Caesar resorts. Every pool, gym, class, restaurant and partner is reached with one bracelet or QR code, and organised around five pillars of well-being. I led the concept, the identity, the member guide and the launch plan.

Concept, brand, guide and launch plan

Five pillars

Instead of a list of discounts, everything the resorts offer is grouped into five parts of a good life. A member always knows what is there and how to use it, alone or with the family.

Intellectual · Learn, create, get inspired

Physical · Move, energise, feel better

Pools and the aqua park

Social · Connect, belong, celebrate

Group dinners and pool gatherings

Mental · Calm the mind

Sunrise meditation on the beach

What members get

The same resort, with more of it included. Membership+ opens the gym and pools, halves the price of most classes and gives priority on the courts.

Gym, indoor pool, sauna and steam room

Free, outside 19:00 to 22:00

Art school, wellness, group classes and tatami

Education centre for kids, 2 to 7 years

Who can join

The rules were written to keep the membership personal, and the facilities calm for the people who live there.

Long-term tenants, 30 days or more

A personal QR code, bracelet or card

Short-stay guests get a bracelet at check-in

Owners' guests register at reception

1+1: 3 · 2+1: 5

3+1: 7 · 4+1: 9

Partners across the island

The benefits reach past the resort gates. We signed local partners first and listed the next ones to approach.

The Roman characters

To make the membership easy to talk about, I created ten Roman characters, each tied to a part of resort life: the Gladiator for the gym, the Oracle for the spa, the Epicurean for food, the Voyager for adventure. A short quiz matches each guest to a character, shows them what to try next, and gives the marketing team a lead already sorted by interest.

Aurelius the Gladiator · strength and discipline

Livia the Oracle · calm and balance

Valeria the Voyager · adventure

Felix the Socialiser · fun and people

The plan

The membership was launched in four stages, so each part could be tested before the next one started.

The rules, the benefits table, the terms and the first signed partners.

The member guide, the trifold, banners, and two videos: one to explain it to members, one to help the sales team.

An app for members, with QR access and the benefits in one place.

The Roman characters and the quiz, to keep members coming back.

The member guide

A 22-page guide given to every member. It explains the five pillars one by one, with the places, classes and events behind each, then the resorts on a map and how to download the app.

Finding the name

Early identity sketches: Caesar Plus with its own mark and the line The Life You Need, Right in Your Hand, then Caesar Club with the emperor's head.

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