Brief

Fusion Lifestyle is a charitable trust that wins long-term leases to run leisure sites for the local community, investing in renovation, equipment, and staff. Each site is run individually and retains its council name. However, when pitching for a new contract, Fusion was not reaping the rewards of having a portfolio of excellently run sites because they were not building their brand reputation. Nor were they benefiting from any economies of scale from their communications materials.

Response

To retrieve investment and cover running costs, attracting new members and retaining existing members is essential. Fusion needed to start behaving like a brand and not a trust. Their membership costs are much lower than the private sector but so too were the perceptions of a council facility. Changing these perceptions was key.

The brand had to appeal to the general public, to be involving, fresh, innovative and above the all have aspiration and quality. We created the identity from the existing Fusion logo, adding the dynamism, quality and excellence of execution expected from a leading mainstream sports club brand.