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A new brand identity and complete visual language

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.


Brands within a brand

We developed sub brands for the children’s play area and café. Consistent use of colour, font and content were key to achieving a cohesive identity across the leisure centre’s different components.

Printed materials

Our job didn’t finish with the artwork. Our fantastic signage team manufactured and installed every sign, wall graphic, window vinyl and laser cut aluminium reception graphic, while the print management team produced a vast range of on brand marketing material.

“The dramatic increase in new member sign-up is a fantastic illustration of how rebranding, when effectively applied, can have a tangible impact on the perception and performance of council leisure services.”


Becontree Leisure Centre The Active Team