98 social club
Branding
THE CHALLENGE
98 Social Club is a new-generation collective of digital experts founded by Galliane Grand. The challenge was to craft a brand identity that captures the spirit of this new wave, professional yet approachable, creative but not superficial. The brand had to balance digital expertise with an authentic, human touch while resonating with a millennial and Gen Z audience.
Services
Art Direction
Brand Identity
Year
2025
THE Approach
Starting from an open and evolving brief, I built the identity around a nostalgic 2000s visual universe, combining pastel gradients, paper textures, and organic forms. Each design decision aimed to connect strategy and emotion: a logo expressing collaboration and fluidity, colors evoking the MTV era, and editorial templates designed for storytelling across blog and social media. The process was iterative and collaborative, refining every detail to align with Galliane’s voice and long-term vision.
THE Outcome
The result is a cohesive and vibrant identity system, playful yet credible, nostalgic yet modern. From the logo and color palette to the editorial templates and textures, every asset reflects 98 Social Club’s mission: to communicate digital expertise through sincerity and creativity. The brandbook now serves as a complete visual toolkit for future content, podcasts, and blog storytelling.
Credits
Art direction
Walid El Bettioui
Brand identity
Walid El Bettioui
Client's testimonial
“Working with Walid was such a great experience. He perfectly understood my vision, even when it wasn’t fully clear at first, and turned it into a brand that feels 100% like me. The final identity is everything I hoped for: creative, human, and full of personality.”
Galliane Grand, Founder @98 Social Club
