Our challenge was to create a brand that would transform perceptions of the traditional public leisure centre experience and position itself right at the heart of the local community. Despite a loyal following, the old image had outstayed its welcome and was failing to attract new customers. A rethink was needed and a burst of energy.
Welcome to Brio Leisure. The fresh new face of community, sport, entertainment, golf and leisure facilities within Cheshire West and Chester. We devised the brand name – meaning vitality, energy and enthusiasm – and positioning strapline ‘At the heart of life’ after extensive stakeholder consultation.
The ‘spark of life’ brand identity is a visual expression of movement complemented by vibrant colours, friendly imagery and conversational tone of voice. Brio Leisure is a brand that reflects modern society with an energetic style.
Despite legacy facility issues, Brio Leisure has been a huge success and the original 4 year contract was extended by a further 15 years in 2015. Trading income has increased year-on-year from £7.0m in 2011/2012 to £12.6m in 2016/2017 and visitor numbers have increased by 45%. Customer visits have exceeded 2.9 million in 2017 and we’ve developed a digital experience from scratch that now attracts 50,000 unique visitors every month. Brio Leisure now have 79,000 members which is 23% of the boroughs population.
We started working with Studio North back in 2011 before we even had a name let alone a brand. Studio North helped us on the journey to create a brand that made us stand out from our competition and positioned us as a community focused leisure company ‘At the heart of life’. The resulting brand really helped re-position our offer and removed the stigma associated with council run facilities.
Ever since we have worked closely with Studio North who act as an extension of our marketing function adapting to our requirements both on and offline. The brand development work and subsequent website relaunch now attracts over 50,000 unique site visitors each month, with online membership sign-ups increasing 20% in the year after launch.
Dawn Aston, Marketing & Sales Manager, Brio Leisure