Project summary

• Brand identity development
• Messaging development
• Copywriting
• Graphic design
• Digital design

Approach

Our client had identified three audience groups that the brand would be aimed at:

• new or casual and social users
• membership and leisure users
• and those who belong to sports teams.

While we wanted to encourage new and casual users to join, we didn't want to discourage already keen gym goers. We wanted everyone to feel welcome. We led a customer insight workshop with the students who currently used the facilities as well as those who didn’t.

We created a new identity called ‘Active Hud’, using bright electric colours, gel lighting techniques and a range of colourful backgrounds. This creative presented the facilities as a great place to boost energy levels and feel recharged – either individually or as part of a community. We represented the diversity of the University’s student population by making use of inclusive imagery.

We rolled the new identity out across a range of print and digital assets. This included printed banners and posters and a suite of social media graphics. We also created a full set of visual identity guidelines for the University’s internal studio to use to continue the rollout of the new identity.