Places Leisure

The Brief
Places Leisure, a leading network of community leisure centres, sought a campaign to showcase the value of fitness, activity, and health compared to everyday expenditures like coffee, movies, or family outings. The goal was to drive membership sign-ups across diverse locations, targeting Gen-Z, 26+, and families with tailored messaging and visuals.

Process
The campaign faced logistical challenges, as assets needed to be localized for each centre, with pricing adjusted accordingly. To address this, I developed a flexible design system that could easily adapt to various formats and regional requirements. Leveraging the “Half & Half” concept, I visually compared the cost of everyday indulgences with the benefits of membership, creating relatable and impactful visuals. Careful attention was given to ensuring consistency across locations while maintaining relevance for specific audiences.

Solution
The final campaign featured bold, eye-catching designs that resonated deeply with target groups. Each audience was presented with tailored comparisons: fitness for Gen Z, activity for 26+, and family health for parents. These visuals were applied across print, digital, and in-centre signage, seamlessly localized to reflect regional pricing. The campaign was impactful, driving significant membership sign-ups during Q2-Q3 and cementing the value of fitness in the minds of the audience.

Key Skills
Graphic Design, Campaign Strategy, Localisation, Visual Storytelling, Brand Identity

Services
Graphics, Branding, Print Design, Campaign Development, Multi-Channel Asset Creation, Key Art

Credits
Creative - Robin Hill
Motion - Igor Nunes
Design - Rifat Bari