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New brand. New members.

1Life

1Life. The new name for Leisure Connection, one of the UK’s leading providers of outsourced leisure services.

Leisure Connection had a perception problem. How customers, clients, and colleagues saw the brand no longer reflected where the business was heading. They came to us with clear objectives: refresh the brand, grow new memberships, and retain the ones they already had.

We started with a thorough brand healthcheck – competitor research, audits of the existing brand and website, site visits, colleague workshops, client interviews, and customer surveys. That process gave us a clear picture of what was working, what wasn't, and where the real opportunities lay.

One recommendation stood out above the rest: a new name. We developed ‘1Life’ because it puts the individual at the heart of the brand and speaks directly to the idea of getting the most out of life. From there, we built a full visual identity – clean, bright, and distinctive in a sector that often plays it safe.

A promotional webpage for 1Life featuring a contest to win one of 10 Fitbit Flex™ devices. The website emphasizes community health, wellbeing, sport, and learning, with options to join, register, and book online. A mobile version displays similar content along with updates.
A promotional flyer featuring a weight loss workout card with sections for different fitness levels, a personal planner, and information on joining a change program. The design includes bright colors and images of individuals engaged in fitness activities, along with contact details for the program.
A smiling older woman with long blonde hair, wearing a purple athletic top and headphones, holds a water bottle in one hand and a small cup in the other. She stands in a gym with exercise equipment in the background.
A smiling woman in a gray athletic shirt sits among friends in a fitness environment. She has medium-length dark hair and is engaged in conversation, holding a water bottle, with workout equipment visible in the background. The mood is friendly and casual.
Promotional flyer for MK Fit City, featuring a woman exercising in a fitness class. The text highlights benefits such as losing weight, group classes, and virtual fitness options at the Woughton Leisure Centre. Contact information is provided for more details on membership.
A collage of branding guidelines for "1Life," featuring various elements such as logo usage, color palettes, typography, and design examples. The layout includes sections on spacing, sizing, and brand examples, with vibrant colors and images of fitness-related themes.
Promotional flyer for "The Depot," featuring various fitness activities like cardio and strength training. It invites people to join, highlighting its location at Woughton-on-the-Green Playing Fields. The flyer emphasizes outdoor fitness options and includes social media information for more details.

We delivered brand strategy and naming, visual identity, signage, uniforms, and collateral rolled out across more than 50 locations. A responsive website built around genuine user experience – with online timetables, booking, membership joining, and personalised content through integration with Gladstone CRM. And a year-round membership marketing programme targeting new prospects, lapsed members, and existing members alike.

Services provided:

  • Branding and strategy
  • Website design and build
  • Analytics, tracking and measurement
  • Email marketing
  • Membership marketing and sales support
  • Social channels
  • CRM and member retention 

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