Culture · Membership
Membership brand and cultural positioning for a modern backgammon club.
The Backgammon Society isn't a single club — it's a membership culture with rooms in Miami, Paris, Montreal, Geneva, New York and Lisbon. Left alone, every chapter becomes its own brand, and the thing that makes membership worth having quietly disappears.
We built the brand and membership experience that ties every chapter back to one identity — then made it repeatable enough to franchise.
Community-driven content, lifestyle storytelling and event recaps that made backgammon feel modern, social and aspirational rather than niche.
Weekly in-person nights became the core engine — fuelling content, word of mouth and repeat attendance rather than sitting downstream of the marketing.
Campaigns running continuously against event traffic, board sales and site discovery, optimised for reach, retargeting and conversion.
Brand guidelines, social playbooks and launch frameworks that let new cities open fast without the identity drifting.
The Scope
The Backgammon Society isn't a single club — it's a growing membership culture with rooms in Miami, Paris, Montreal, Geneva, New York, Lisbon, and beyond. OMS built the brand and membership experience that ties every chapter back to one identity.
We shaped the culture and positioning around the game as a social ritual rather than a hobby, and support the verified-member platform that keeps each city's community connected to the larger club.
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