Leisure Centre Branding – More Active, More Often

***‘Becontree Leisure Centre – Opening in 16 Weeks’*** The building of a new leisure centre was an ideal opportunity to review the use of ‘Active’ and ensure the new branding was applied consistently throughout. We are never afraid of deadlines, finding them to be a vital motivator in the project process, focussing everyone into making decisions and progress. ***Challenging the traditional perception of council-run leisure*** A large percentage of a clients residents are in-active and as a result suffer from obesity, heart conditions and poor health. The aim of the new centre is to offer an alternative – to encourage a fit and healthy lifestyle. At the same time the leisure centre needed to challenge the traditional stigma attached to typical council-run leisure centre offerings. They would always retain the core mission of ‘providing sport and physical activities for all the community’ but could now stress the provision of the highest level of quality, normally associated with commercially run fitness centres.