The repositioning of 1Life from the old Leisure Connection brand was completed by Wisetiger in 2013. The old brand was replaced as part of a £11m refinancing of the business, with 1Life branding created to demonstrate the changes to the business, its management and vision.
Neil believes that “1Life is an aspirational brand that puts people – staff, customers and clients – at the heart of the business and encourages everyone to pursue their passions through health and wellbeing, sport and physical activity, as well as learning & the arts.”
In the article in Health Club Management Magazine Neil comments “The biggest challenges in overhauling the company were those of ‘belief’ and reputational change’. At the start of the process, we had a blank sheet of paper on which to re-define the organisation and our new management team knew exactly what features we needed to succeed.”
Wisetiger has been supporting 1Life with their marketing and website since 2013. We led the branding project through brand research, naming and visual identity – and then implemented the brand across the business including marketing, website and membership campaigns.
For more information about our work with 1Life please contact Simon Verrall on 01252 731332 or email simon.verrall@wisetiger.co.uk
