The new collective came to us in need of a brand identity to reflect this idea of unity and coming together whilst incorporating the Greater Manchester aspect and how the different locations work as one. The brand needed to work across a new website and promote the individual organisations as well. Help and support in a variety of marketing activities for the new venture would then be required to launch it and raise awareness.
- Create a brand identity that incorporated the core values
- Build a fully responsive website to showcase the collective and involved organisations
- Raise awareness of the new collective
- Work with the individual organisations to bring them together
+ The Challenge
The biggest challenge was how to showcase that this was a collective and involved many different organisations. The brand needed to be vibrant and show how these all worked together to provide wider opportunities and what that was making possible for the people of Greater Manchester that might not have been available to them before to improve their health and fitness across a wider range of quality facilities and activities.
The website also needed to link to the 13 different organisations individual sites and give an overview of who and where they are. There needed to be both a focus on the organisations and facilities, but also the people of Greater Manchester who this is for and will stand to benefit from this unique collective.
+ Our Strategy
The main thing for us was to showcase the sense of unity, connectivity and opportunity this collective would bring. Providing people across the area greater access and opportunities. The strapline ‘Making It Possible’ was devised as this is exactly what the collective was doing by coming into existence, a graphic that represented the map of Greater Manchester and the organisations locations all connected, and a photography style involving the real people of the community who directly benefit from this and the amazing people involved.
We then executed the brand rollout across a new website, utilising the assets we created, photoshoot involving real people and interactive map to showcase the 13 different organisations brands under the GM Active style. Following the launch of the brand various PR activities, fitness events and other profile raising activities were undertaken to spread the word and start improving the lives of the people of Greater Manchester.