Our challenge was to create a new leisure brand for Cheshire West and Chester Council and change people's perceptions of the public leisure centre experience. Our aim was to capture the essence of the offer, and the hearts and minds of the public.
Our strapline positioned the brand squarely in the community. 'At the heart of life' captures the diversity of lifestyle activities for everyone to enjoy. It also reflects the doorstep location of Brio - easy to access for all.
Getting to know the market, locals told us the brand should resemble a private health club and communicate a broad offer. 'Brio' was chosen following in-depth legal checks. It means vitality, energy and enthusiasm.
Created around 'the spark of life', our logo is a visual expression of movement that appears on all communications. Vibrant colours, friendly imagery and a conversational tone of voice resonate across the community.
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