LSBU Active brand

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This sports centre rebrand included a new logo, colour palette and photography style to give a more welcoming, inclusive look, along with a printed guideline document for all team members.

 

The arrow that became the ‘A’ in ‘Active’ suggests movement and activity, and became a useful graphic device that I used to hold text, create photo frames, and act as a strong symbol to tie the visuals together.

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The animated Instagram post makes use of the arrow graphic to create added interest and promote engagement.

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The branding proved to be very versatile and was rolled out across a range of collateral, including posters, flyers and merchandise, as well as digital.

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In contrast to many other gyms, I gave LSBU Active a broad colour palette to add interest and variety to their marketing. Many gyms have masculine branding with minimal colour ranges; the breadth of colour given to LSBU Active reflected the themes of diversity and inclusivity that were so key to its brand.

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The photographic style, logo, and ‘A’ graphic were visually strong and cohesive enough to hold the brand together, and allow for a more colourful and interesting brand.