City Venue Management is a facilities management company that manage a range of aquatic centres, health clubs and swim schools across South East Queensland. At the time we were commissioned, City Venue Management, City Aquatics, City Health Clubs and Rackley Swimming were branded and marketed individually.
Our strategy involved developing a master brand suite that was easily identifiable, emotive yet functional and one that brought consistency to all sites across Brisbane, Logan, Scenic Rim and the Gold Coast. We wanted to ensure the corporate and consumer facing brands worked together through a cohesive tone and engaging look and feel.
During the strategic and creative process, we gained several insights that informed our strategy. Importantly, the foundation of the business, City Venue Management had been lost amongst communications and marketing throughout the venues. For our consumer facing brands, we identified an opportunity to appeal to the hearts and memories of our customers.
Aquatic Centres and Health Clubs are a staple of every Aussie family's life. They're a destination creating milestones, special moments and transforming lives into action. They're much more than four walls of brick and mortar and much more than pools filled with water.
They're cities, energised.
'City' became the centre of the overarching brand strategy. Surrounded by three rings that represent three core business pillars aquatic centres, health clubs and swim schools. The venue management aspect of the business lives at the centre of the logo, representing its place at the heart of the business.
The elements of the logo also break apart to provide dynamic brand elements. We developed consistency through all brands and implemented a strong brand hierarchy to prevent miscommuniation, increase awareness and recognition of brands and drive enquiry and conversions. We also developed a series of ongoing campaigns across all brands.