Serco regional leisure centres

Serco operate a vast amount of local community leisure centres around the country and have disparate online presences for each of them. We were approached to consolidate the branding of these sites and yet maintain a semi-autonomous flexibility to tailor each site to it’s individual facilities, promotions and content.

We were asked to provide a number of design options based upon tactical and hierarchical recommendations. One option was to challenge the aesthetic conventions of the competition which I undertook.

I decided to take a fun approach, trying not to portray the content too seriously. I also wanted to steer well clear of the typical activity and facility photography, which naturally lead me to a more typographic and design-led route. The combination of this and the fun approach led me to the use of bold colours. A definite point of difference in the market is to move toward a darker overall look, rather than the light, airy spa look, so… It was almost done for me!