Life Leisure are a leisure provider based in Stockport operating on behalf of the local authority. Tasked with getting all of Stockport moving they are not just about the bricks and mortar of their centres but also programmes and activities across the borough working together with multiple providers such as the NHS and local schools.

Life Leisure asked KYAK to review their brand since they felt that they had taken it as far as possible in its current guise. We looked at all of their customer and staff touchpoints while considering the aims and ambitions of this forward thinking leisure operator. 

The following images show the development work undertaken to redefine areas of the brand that needed improving.

The first stage was to research Stockport and what it meant to the people that live and work there. The area has a rich industrial history from cotton and textile manufacture to being world reknowned hat makers! We were keen to incorporate these unique aspects into the solutions as we developed them. 

To better understand the organisation and how they position themselves we started by looking at the the different ways that they communicate to different audiences, we called this the ‘brand strands’. 

From there we explored subtle changes to the colour palette ensuring the colours are more suitable for the audience, and also better defined the brand typography. 

Once the core elements of the brand had been rationalised we moved on to looking at how we could incorporate the elements into eye-catching marketing campaigns. We developed two different routes with both referencing the history of the area and local people. 

Life Leisure were over the moon with how we had developed their brand. Of course these were only concepts so the next stage was to translate the ideas into a real life campaign. Take a look at our project page to see how things shaped up!