A brand design for a sports centre suffering from an identity crisis
London South Bank University’s sports centre suffered from a bit of an identity crisis, so Naked Creativity were asked to help.
Previously branded as part of the university’s ‘Academy of Sport’, the Sports Centre sounded like the preserve of elite athletes, not somewhere you could pop in to for a work out. In order to attract more members from outside the university community, the sports centre manager commissioned Naked Creativity to create a new identity for the facility.
“Our initial research led us towards the idea that the fitness suite at LSBU was about keeping fit and healthy. Rather than vanity images of relaxation, the identity needed to convey a simpler idea, using images of people actually working out!”
Jordan
Concepts were developed that focussed on this vision, with images chosen that represented what the LSBU Gym could offer it’s customers.
To work with the bold imagery, a simple graphic element of a diagonal cut off created a consistent brand device. This worked well on the printed graphics including pop up banners, loyalty card, class timetables and advertising posters.
What we delivered
An identity that was actually tailored to the target audience of the LSBU Gym. By using bold imagery of people actually working out rather than vanity images of relaxation, this met the client’s brief of aiming to attract new members from outside the University community.