2 July 2014

Exciting new rebrand for 1610 Leisure

Synergy provided a total rebrand for a large leisure trust, engaging both employees and the public

What we did

1610, formerly Somerset Leisure, is a rapidly developing leisure Trust that manages 20 leisure centres across the South West. They needed to make a big impression to compete with private health clubs as they made the transition from being council owned to a not-for-profit charitable Trust.

We knew employees would be key, so we engaged with them from the start, using workshops and focus groups.

Our rebrand started from the ground up: New name, new identity, website, signage, uniforms and all marketing communications. We also delivered a full employee engagement campaign and external launch campaign to create a buzz internally and throughout the community.

Creating impact

1610 has been selected as one of the UK’s 250 fastest growing companies. The rebrand has resulted in a 46% increase in memberships, 104% increase in class attendance and 125% increase in website visits.

“By involving staff throughout the rebrand process, acceptance of such a big change has been extremely positive. There has been a real willingness to buy into the new brand.” Head of Marketing

A quick overview

/ Leadership workshops and employee focus groups
/ Brand design including name and identity
/ Employee engagement campaign
/ Employee vision and values creation
/ Signage, way finding and interior design at centres
/ Marketing comms (advertising, direct marketing, membership packs)
/ Website design

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