Castle Hill RSL Group has rebranded as CHRG – evolving its 10-year-old group name and logo with a modern acronym of the brand that reflects the diversity of the group’s portfolio, while capturing the essence of the group – one of Sydney’s leading hospitality organisations.
CHRG, an abbreviation of Castle Hill RSL Group, captures the fondness for the group’s RSL heritage, while supporting the diversity of the group’s portfolio of places made for people – places that are alive with energy, experiences and opportunities for the people who are part of them.
David O’Neil, Chief Executive Officer of CHRG, said the new brand aligns with the group’s evolved business offering, and perfectly connects the community with the vision and core activities of CHRG.
“Our new brand represents the forward-thinking hospitality organisation that we are, and better represents the brand that we have grown and diversified to become.”
The brand marque for CHRG symbolises a photo frame – reinforcing the special moments shared across our venues. It will sit as a stamp of excellence for the group’s brand family, including Castle Hill RSL, Castle Hill Fitness and Aquatic, Lynwood Country Club, Lynwood Golf and the new Club Parramatta.
It’s a uniquely flexible identity that gives CHRG the opportunity to frame the social sphere – past, present and in the future – across all stakeholders, from members and visitors of its places, authorities to government, and the local communities in which the group operates.
“Just as a picture frame creates a perspective of an image, so too will CHRG frame and shape the communities and places we are part of. The acronym is also symbolic of CHRG’s core business and values – a culture of community, a hospitality ethos, a commitment to respect and principles of growth,” Mr O’Neil added.
The new branding will feature on CHRG’s newest place to be delivered, Club Parramatta, which will open early 2020 and replace the existing Parramatta RSL Club.