Chelmsford City Council has made a significant investment in upgrading the Riverside Leisure Centre, transforming it into an affordable, accessible, and family-friendly destination
BRANDING | GUIDELINES | TYPEFACE | SIGNAGE | WAYFINDING | ACCESSIBILITY | DIGITAL | MARKETING
As part of this high-profile redevelopment, Phelan Barker was appointed to work alongside the Council and architects Pick Everard to deliver a comprehensive branding and interior design package.
Our role included developing the new brand identity, as well as planning and implementing a full signage and wayfinding scheme. We also specified interior finishes, colour schemes, and fittings to ensure the space was visually coherent and welcoming. From gym equipment branding to staff workwear and feature graphics, we ensured a consistent brand experience at every customer touchpoint.
The project called for a vibrant and dynamic brand identity that would reflect the energy of the centre and appeal to a wide audience. We were tasked with designing a clear and engaging signage system both internal and external, alongside selecting colour schemes and materials that supported navigation, accessibility, and atmosphere. A key part of the brief was to ensure brand continuity across all elements, from physical spaces to marketing materials and digital platforms.
The concept focused on the development of a bespoke typeface and accompanying icon language designed for use across all leisure centres. The typeface is bold and intentionally strong, with sharp descenders and ascenders that convey a sense of movement, energy, and dynamism. This visual approach helps reinforce an active, modern identity that can be consistently applied across a wide range of applications within the leisure environment.
We aimed to position the Riverside Leisure Centre as Chelmsford’s flagship facility by creating an identity that communicates energy, inclusivity, and local pride. The customer journey was central to our approach, with consistency built into every stage of the experience. All designs had to meet compliance standards set by Sport England, building control, and access officers. Project management was also critical, as we coordinated with multiple stakeholders and managed the production and delivery of signage and interior specifications.
We have worked with Phelan Barker for nearly 10 years and the level of quality, attention to detail and personal service they offer is second to none. Nothing is too much trouble and the finished products are always of the highest standard.
Sarah Smith, Leisure Centres Manager, Chelmsford City Council
The result is a bold and cohesive visual identity, including a custom designed font used throughout the centre and beyond. We developed a bespoke library of infographics for both digital and print use, and applied inventive adaptations of the Chelmsford City Council colour palette to create distinct zones within the centre. All designs met accessibility standards and contributed directly to the visual language of the leisure centre’s website, social media, and broader engagement strategy. Delivered on time and within budget, the project also included a comprehensive set of brand guidelines to support ongoing consistency across all touchpoints.
