Vivid Design Consultancy in St Boswells was commissioned to rebrand Borders Sport and Leisure Trust’s state-of-the-art LiteZone – an interactive dance floor, target wall, dance mats and soccer Matrix. The brief called for a strong brand identity to raise the profile of the product regionally, particularly among specific customer markets, including birthday parties and community groups.
Graphic designer Viv Seeley found inspiration for the logo in the product itself. Flashes of bright colour were used to form a palette of five colours, each representing one of the key activities. Brand identity was strengthened through consistent type styling and use of the strapline across all marketing materials.
The style of photography was vital. Vivid wanted to capture the true excitement of the interaction, to bring the experience to life for the customer. Photography therefore focused on the participants’ facial expressions to make the full fun of the game apparent.
At Teviotdale Leisure Centre, the LiteZone environment further enhanced the brand. The walls were painted in solid blocks of colour, and a trail of large coloured floor vinyls leads customers from the entrance to the LiteZone area.
The success of the project can be marked by a footfall increase of 100% per month for drop-in sessions, and 50% per week for birthday parties and school bookings – a very positive outcome to date.
For more work by VivID, see the VivID Design Consultancy directory page.