CS Hyde Imports

Founded in 1877 and housed in Portland's historic McLellan House, the Cumberland Club is one of New England's longstanding private social institutions. Murphy was engaged to refine its visual identity and establish a considered framework for communications that respects the Club's heritage while supporting its continued evolution.

Grounded in typography, proportion, and material expression, the identity brings a renewed sense of clarity and consistency to the Club's visual language. Refined typographic standards, restrained composition, and carefully selected print materials reflect the character of an institution whose traditions have been cultivated across generations.

Client
CS Hyde Imports

Sector
Ecommerce Retail

Location
Portland, Maine

Scope
Identity Architecture, Typography, Print Systems, Ecommerce Store

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The work extends across stationery, menus, member communications, and digital applications, establishing a consistent visual foundation for the Club's daily operations and institutional presence. Beyond its visual expression, the system provides a framework for maintaining the integrity of the Club's identity as its membership, leadership, and communications continue to evolve.