Supporting the local government body’s significant infrastructure investment, Fresh developed a logo, positioning line and complete visual identity with widespread appeal, for the opening of one of Australia’s biggest state-of the-art aquatic and recreation centres.
Opened in 2012, the Glen Eira Sports & Aquatic Centre is a modern recreation facility providing leisure and wellbeing services to an expected 600,000 visitors per year.
To launch a new recreation facility to the community that represented the council’s biggest ever infrastructure investment. It needed to be clearly positioned as a one-stop shop, providing “best-in-class” health and wellbeing facilities. Additionally, the new brand had to align and integrate seamlessly with the City of Glen Eira’s brand guidelines.
In researching and developing a brand strategy for the new facility, we uncovered that it was vital to present a fun, friendly, welcoming and all-inclusive personality to the broad Glen Eira resident demographic.
The brand also needed to use both the full name and ‘GESAC’ acronym, in anticipation of it being known by the latter in years to come, just as the Melbourne Sports & Aquatic Centre’s ‘MSAC’ acronym has become popular.
A logo was then developed that cleverly incorporated elements of the sun and sunshine to reflect the Centre’s dedication to wellbeing, while at the same time symbolising a person diving into water.
The positioning line ‘Every Body welcome’ was also created to portray the inclusive nature of the facility, with it catering to all members of the vast Glen Eira community.
Once the logo and line were developed, Fresh created all internal and external signage for the facility, an advertising campaign, marketing collateral, and a range of GESAC merchandise.
“GESAC was the largest single infrastructure investment for the Glen Eira City Council, and with that in mind we carefully developed a logo that cleverly incorporated elements of the sun and sunshine to reflect the centre’s dedication to wellbeing - while at the same time symbolising a person diving into water.”
Justin Pattison – Account DirectorFresh Brand