One of the challenges of creating a brand to be consistent across a large number of sites is how to keep the messaging and the look the same across everything and yet also fresh looking when a new campaign or promotion comes along.

The posters below show the solutions we developed – using a consistent headline font, colours and a chevron device but allowing the hero of each piece and the message to have stand out and impact.

One of the main areas of any Serco Leisure facility is the gym. As a community space the environment needed to be welcoming but professional and inspiring at the same time.

Rob developed a solution for the prestigious Bisham Abbey that then formed the basis for the rest of the company portfolio. Some centres had a slightly watered down version than the example shown here, but all the gyms were designed to have the same brand components and therefore identity.

One of the biggest undertakings was to design a suite of solutions for all of the leisure centres within the Serco Leisure portfolio. Shown here are some of the results that were rolled out within two centres within Mansfield and then to others around the UK.

Serco Leisure is the operating company usually working on behalf of a local authority, this created an additional challenge – how to represent Serco without actually being able to say it! The colours and the typeface become the face of the organisation and the reference to the parent company kept to the small print only.

Like any operator of sport and fitness facilities encouraging members of the public to visit the premises, sign up for a membership or stay for another year is a constant challenge. Rob and his team produced regular solutions on behalf of the marketing team from daily social graphics to more comprehensive quarterly campaigns.

From bilboards, posters and print adverts to social media graphics each solution had to perform and stand out, especially from competitors.

The digital journey plays a huge part in the member experience. From signing up in the first place to being kept informed of classes and timetables, the Serco Leisure app is a vital tool.

Working with the digital team Rob developed solutions to bring the branding to life on the platform, ensuring consistency across all the other brand touchpoints the public would be exposed to.

A major component of any brand is the photography and Serco Leisure is no different. Rob managed and directed a number of photoshoots during his time with the company. By approaching real members on the day of the shoot Rob and his photographer were able to capture a considerable suite of photographs that not only looked great but were of course representative of the people Serco needed to communicate to.

Below are a few of the many hundreds of photos that were taken across a number of sites.

Please get in touch if you like what you see and wish to discuss similar solutions for your gym, fitness or sport facility.