St. George's Society - Centuries Old Institution to Contemporary Brand


Founded in 1770 in New York, St. George's Society honors it's namesake, Saint George, the patron saint of England. The organization needed to reassess its relevance among expatriate young professionals based in greater New York, and rethink how best to attract this growing audience in support of events, and its philanthropic purpose.


We faced an exciting challenge: To broaden the appeal of St. George's Society required creating a new brand property offering a new entry-point story, snapping the stereotype British formality associated with the organization while mapping into self-deprecating British humour: RATHER THAN SAINTS, WE ARE JUST GEORGE®. This simplified approach turns the organization's existing positioning humorously on its head, while broadening their scope to become a cultural hub among Commonwealth expats in New York. GEORGE is visually expressed with a twist on a British icon, the classic and fashion-forward bowler hat, a symbol of appeal to the client's desired and existing audiences, and was introduced through online, print and social.

Own The Conversation® Results

Since its introduction, GEORGE® has grown from brand property to primary brand asset of the organization attracting a 400% surge in vistors to its events and a 200% boom in new members. The audience GEORGE engages now attracts underwriting sponsorship from iconic British companies such as Jaguar, Boots, Land Rover, HSBC, Virgin Atlantic, Barbour and many more. Among those counted as fans include Her Majesty the Queen of England. As for us, we love the bowler symbol so much let's just say we keep more than a few of the hats around.


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443 Park Avenue South
11th Floor
New York, NY 10016

(212) 300-3760