Stirling Leisure
Brand Refresh
A strategic brand refresh for the City of Stirling’s leisure and community facilities, bringing dynamic new energy and clarity to the City’s leisure identity. The transformation goes beyond cosmetics – it’s a forward-thinking step designed to deliver a smarter brand experience through clearer communication, greater accessibility, and a more unified presence across all services, making it easier than ever for customers to connect with the leisure facilities and programs they love.
Involvement: Brand Architecture, Brand Strategy, Brand Identity, Brand Guidelines and Systems, Creative Direction, Art Direction, Copy Writing, Graphic Design, Finished Art.
Why refresh the brand?
Stirling Leisure Centres has long been a trusted part of the community. But over time, the brand became harder to navigate, with complex naming, inconsistent visibility, and an outdated look and feel.
Through extensive research and by listening closely to community feedback, valuable insights were uncovered that guided the creation of a clearer, smarter, and more connected brand that reflects what Stirling Leisure is today, and into the future.
Smarter brand updates = better customer experience
The key updates made to the Stirling Leisure brand include:
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Refined brand architecture and simplified naming conventions for facilities.
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Streamlined marketing strategies to promote offerings and services.
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Consistent messaging and brand application across all customer touch-points.
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Improved findability online and onsite through clearer identification signage.
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Honorary names removed from marketing, but acknowledged at all relevant locations.
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Enhanced customer communication and cross promotion opportunities.
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A fresh visual ID to shift perception from slow moving to dynamic and contemporary.
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Purpose-designed brand assets to reduce complexity and enhance clarity.
What does all this brand refresh stuff mean for customers?
It makes it easier for customers to discover and enjoy the services they value most through clearer communication and improved navigation. It also strengthens engagement and encourages greater participation in a competitive leisure market, ultimately supporting increased revenue that can be reinvested into programs and facilities that enrich and connect the community.
The brand refresh brings together all of the City’s diverse Leisure and Community Centre facilities under the one name – Stirling Leisure.
A streamlined naming system with purpose-designed brand assets – including distinct colours assigned to each facility and service – create clear visual cues for easier navigation and improved findability. This approach enhances the customer experience across all 24 Stirling Leisure facilities, including the City’s Community Hubs and Library facilities.
