Barking and Dagenham asked us to create a brand identity to show its target audience that its new facilities could compete with its private sector competition.
Our main goals were to challenge the traditional perception of a council-run leisure centre, and to encourage a fit and healthy lifestyle. The client needed a brand that would tell people that its facilities were of the highest quality and on a par with commercially-run fitness centres.
So we followed our 5-Step process to identify what customers want from a leisure centre brand. This insight ensured all branding: from signage to printed timetable aligned with audience needs and expectations.