We were commissioned to create a new brand proposition for Glasgow Life's gym and fitness offering – The Glasgow Club. The current identity was created over ten years ago, and in that time it had become outdated and tired.
In an increasingly competitive fitness market, our brief was to rejuvenate the brand and find a way to celebrate the positive impact that the service has on Glaswegians’ health.
As a service brand, the new positioning had to be aligned with a strong vision and delivered with a commitment to customer satisfaction. Trust carries a high premium in service brands and customers expect attractive, well differentiated products and services that meet their expectations.
At the start of the project we met with key stakeholders to research and understand everything we could about the brand and service offering. We set up a 'pop up' studio in some of the core venues across the city – speaking informally over 100 customers. This led to a deeper understanding of Glasgow Club, its people, their perceptions of the brand and what it delivers for them in comparison to other local fitness providers.
From reviewing and analysing the feedback we created a new focused brand proposition and developed a messaging system that would bring this to life, for each audience group. We revised the brand hierarchy, expanded the colour palette, created a suite of iconography, directed a new photography style and redefined the tone of voice. The new brand was consolidated into a robust brand toolkit to provide more direction and flexibility, allowing the brand to flourish for many years to come.
“We’re extremely grateful to 999 for helping us update our brand; refreshing our look and feel and bringing clarity to our messaging. We’re confident we have a strong brand; alongside a clear vision with passionate values. Now armed with a flexible and modern toolkit of assets, which will help us make a statement in the market place. Initial feedback has been extremely positive, indicating a 54% increase in new members and we’re really proud of what we have achieved together.”
Kirsty Ferguson, Glasgow Life, Marketing Manager