Making leisure a pleasure
What we did:
- Creative Strategy
- Naming
- Verbal Identity
- Visual Identity
- Brand World
The Brief
Get a local community still on the bench, who’ve forgotten the true meaning of leisure, to reconsider the facilities right on their doorstep.
The Insight
Looking after ourselves has become a team sport.
When it comes to exercise and socialising, our local leisure centre is the last place we think to go. But for many of us, it's where it all began.
The idea
At Your Leisure. Remind people what leisure’s all about – free time for enjoyment.
Years of cuts have stopped community spaces from thriving. But now, with government funding in place and a new generation looking to get healthy together, 'community' needs some working out.
For many, the workout world can feel cold, intimidating, and only for gym bros. Your Leisure is the antithesis to all that, a warm and welcoming space to find new interests, have fun and meet friends.
From drab to joyous, the visual identity is miles apart from broken vending machines and plasters in pools.
A worthy opponent to any fancy gym, the serif typeface and bright colour palette capture the nostalgia of these local spaces, with a slick, invigorating twist.
The beauty of a leisure centre is that so much happens under one roof. So the brand champions all social interactions, activities and pastimes (however exerting). It’s a place for everyone, everything, every time.
In place of pushy gym messaging, Your Leisure eases the pressure with a warm, encouraging tone that spotlights our local legends’ personal pursuits.
“Mass isolation has paved the way for mass socialisation. And yet, the local leisure centres we should flock to rarely meet our needs or expectations. To actually be compelling, they need more than just a new name or activity list. It’s about defining a community ethos others will resonate with and want to be part of.”
Chloe
Creative Strategist
