• Create a vibrant and dynamic brand identity.
  • Plan the signage scheme, including external and internal way finding.
  • Identify colour scheme, interior materials and fittings.
  • Deliver brand continuity throughout, including workwear, gym equipment and feature graphics.


  • Communicate the new centre’s identity as Chelmsford’s flagship leisure facility.
  • Encompass the complete customer journey and ensure consistency throughout.
  • Meet compliance and accessibility requirements from Sport England, building control and access officers.
  • Demonstrate good project management skills, liaising and co-ordinating with multiple content sources.
  • Manage the signage and interior specification production through to delivery.


  • A unique and dynamic font was designed for use throughout.
  • Bespoke library of infographics were developed for off-line and on-line use.
  • Inventive adaptation of the Chelmsford City Council palette created successful colour zoning.
  • Complied with accessibility requirements.
  • The design contributed to the new leisure website and associated social platforms and media engagement.
  • The program was delivered on time and in budget.
  • Extensive brand guidelines across all deliverables.