Active Lambeth Brand Creation

Challenge

Active Lambeth was intent on taking control of the borough’s ‘Better’ gyms, bringing them ‘in-house’ to ensure consistency of service across the borough. The project launch was a massive undertaking with multiple stakeholders alongside a rigid approval process. 

The logo was created by a design agency and delivered to us in it’s minimalist form; a single-paged AL monogram placed beside the wordmark and powerful strapline ‘Leisure for all’ created in the royal blue and gold Lambeth colour palette. 

Digital marketing agency Drew+Rose 'Active Lambeth Brand Mockup' icon
Digital marketing agency Drew+Rose 'Active Lambeth Brand Mockup' icon

Solution

We rationalised the monogram bringing the brand to life and telling a story that would entice new gym members whilst reassuring the Better Gym’s current members that the quality of service and duty of care will increase. 

The cut-out people ‘flow’ through the ‘AL’ monogram; they are supported by the monogram, communicating that Active Lambeth is there for everyone. 

Digital marketing agency Drew+Rose 'Active Lambeth Brand Mockup' icon

Result

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From a single page to 42 paged brand guidelines

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The rollout of uniforms, merchandise, advertising and signage across the borough ahead of the launch on April 1st

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Brand strategy to ensure Active Lambeth delivers ‘Leisure for all.’

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