ICG. Full Service Design Agency. Preston

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the "unite separate divisions under one brand" challenge.

Challenge
Central Sports is one of the UK’s largest training providers to the active leisure sector with three sub-divisions Central Sports, Central Skills and Central Fitness, each with a different offer and serving diverse audiences. ICG were tasked with creating a distinctive yet cohesive brand system that would work in harmony with a series of publications and marketing materials.

Discuss
ICG met with representatives from the different divisions to review and assess the ‘yearly cycle’ of materials that were required. Face to face meetings with the client also helped us to drill down and understand the profiles of the company’s target audiences.

Solution
Our design team produced a detailed strategic plan and production schedule for all publications to be produced over a 12-month period and key action points for each division. Our creative approach was to use consistent typography and imagery styles, tied with a strong colour palette for each division.

Result
A strong brand identity was launched which had synergy across the divisions and was adaptable enough for multi-purpose use from marketing materials, signage, gym membership recruitment campaigns, student workbooks to Ofsted inspection documents.

 

Visit the Central Training website:
www.centraltraininggroup.org