Challenge

In a difficult economic climate, and with budget health clubs emerging in an already oversaturated market, LivingWell needed to differentiate its brand offering to attract and retain members throughout all UK health clubs.

Solution

Key brand attributes emerged strongly through research with existing members and competitor analysis: LivingWell clubs are friendly, caring and unintimidating. New photography, friendly fonts and a clean, fresh design style were adopted to evoke the positive feeling LivingWell members enjoy, backed by a focused new strapline, ‘Join the club that cares’. The new visual identity was implemented across the website, print collateral and membership acquisition materials. LivingWell’s 47 clubs were segmented into categories based on their location and customer base, enabling ongoing membership campaigns to be highly targeted.