A vibrant new brand
January 6, 2020
LivingWell is a collection of health clubs owned by Hilton hotels in Europe and the UK.
The brand had used the same look and feel for all marketing campaigns and collateral for several years and it was agreed that it was time to evaluate whether a refresh of the brand identity was required.
As LivingWell’s marketing partner we were asked to carry out a customer research exercise with the club’s members. It was clear that the positioning of the brand – Personalised Fitness for Life – still resonated with their audience and was a key USP that should be retained.
However, on careful evaluation of online and new member data established that the brand was increasingly attracting a younger audience than ever before.
A research piece on the competitor landscape showed us that gyms and health clubs predominantly used black and dark colour palettes.
The solution – we decided to ‘own colour’ in order to stand out against the competition.
The new branding consisted of an attractive, vibrant colour palette and design elements such as our ‘energy bars’; dynamic bars of colour that integrate within campaign imagery and movement, creating an ‘ownable’ look and feel for the brand.
The new look was designed to work across all online and offline channels, giving an integrated and consistent approach to all LivingWell’s marketing communications.
The Livingwell.com website was refreshed using the new look and feel, along with all social media graphics, videos and campaign collateral.
An online survey was conducted with all LivingWell Club managers to gain their views on the brand refresh, and the unanimous feedback was they loved the vibrancy of the colour palette and welcomed the more engaging and dynamic look and feel to attract the younger target audience.
Since the launch of the new brand, campaigns have been performing increasingly well for the LivingWell brand, consistently delivering more new members per quarter, year on year.