Client: Tiburon Peninsula Club

A premier swim, tennis and fitness club.


Tiburon Peninsula Club (TPC), a Marin County sports and social club, has offered tennis, swimming, fitness and spa services to Peninsula families and friends for over 60 years. The club’s positioning has always been very laid back and friendly, but not particularly upscale.

Over the past decade, TPC has grown into a premium, upmarket club, driven by changing member preferences and corresponding membership prices. However, without an updated positioning to reflect the club’s modernized offering, acquisition of new members, as measured by the number on the waitlist to join the club, and retention of some existing members became challenging.



E29 took on the challenge to overhaul TPC’s brand and marketing communications to represent the elite club it has become.

E29 led a series of workshops with the TPC board and current members, and a distinct and contemporary brand positioning was developed. E29 developed new guidelines, including design and copy principles for use by TPC management and program directors.

The first big project to bring the new brand to life was a revamp of the TPC website. E29 brought the new TPC brand voice to life throughout the site, influenced the content and partnered with the designers and web developers to implement the new site, which is due to launch in mid-2020. E29 is continuing to provide strategic marketing guidance for key club communications to aid in bringing the new branding to life.


Since the launch of the revised branding, overall member satisfaction has notably increased while the club’s waitlist is growing at an unprecedented rate.