SERVICES
Brand Development, brand style guide, collateral design, marketing communications.
CHALLENGE
South East Leisure is responsible for managing and operating four major council-owned leisure facilities within the City of Greater Dandenong. The brief was to create a brand that extended beyond traditional sport and recreation – positioning the organisation as a destination for holistic physical health and mental wellbeing.
RESPONSE
We developed a cohesive visual identity for South East Leisure, including a master brand and distinct identities for each of the four facilities under its management.
Our approach was grounded in in-depth research to ensure the brand stood apart from competitors. We also conducted trademark availability checks and guided South East Leisure through the legal process of registering the brand.
To support clear and inclusive communication, we designed a suite of branded icons – particularly important in a community where one in seven residents has limited English fluency. We complemented this with a concise, user-friendly style guide, along with a full set of corporate collateral, including communication templates and real-world brand applications across signage and uniforms.
