Let's get going!
A campaign to get people going! Barnsley Premier Leisure
My role
Brand Design, Art direction and Motion Design
Project description
Challenge
To engage a wider range of people across Yorkshire and Bassetlaw in proactively improving their mental and physical wellbeing by creating a brand proposition that resonates with those who don’t naturally see health and wellness as “for them.” The aim is to inspire more inactive individuals in these communities to become active.
Insight
High-profile national campaigns have shown what can be achieved when targeted work with inactive groups is undertaken.
Solution
Me and the team created the rallying call “Let’s get going” as an umbrella brand for the campaign, weaving it into the names of all BPL programmes to ensure a consistent identity across initiatives. The campaign needed to reflect BPL’s core values—fun and friendly, local, and innovative—while staying connected to its Your Space fitness brand and remaining appealing to the target audience.
Look and feel
By using a bright primary palette, a contemporary-friendly typeface combined with an empathic and motivational Tone of Voice, alongside imagery featuring real people having a go, me and the team developed a strong brand campaign with real cut-through.
I played a key role in bringing the campaign to life, creating social posts and video content activated across the media channels best suited to engage the target audience.
I helped develop a comprehensive set of guidelines to enable a coherent brand approach to future programmes as they came on board.