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A new visual identity for a university sports and fitness facility.

University of Huddersfield

The University of Huddersfield’s sports and fitness service was struggling to attract members.

This was partly due to an increasing level of competition from other local providers, as well as other activities on offer that were competing for students' interest

After asking students for their views, the University identified that their existing identity - #TeamHud - was actually discouraging sign-ups. So they asked us to create a new unifying identity for the service which would build a sense of community and widen participation.

A new visual identity for a university sports and fitness facility.

University of Huddersfield

Project summary

  • Brand identity development
  • Messaging development
  • Copywriting
  • Graphic design
  • Digital design


Our client had identified three audience groups that the brand would be aimed at:

  • new or casual and social users
  • membership and leisure users
  • and those who belong to sports teams.

While we wanted to encourage new and casual users to join, we didn't want to discourage already keen gym goers. We wanted everyone to feel welcome. We led a customer insight workshop with the students who currently used the facilities as well as those who didn’t.

We created a new identity called ‘Active Hud’, using bright electric colours, gel lighting techniques and a range of colourful backgrounds. This creative presented the facilities as a great place to boost energy levels and feel recharged – either individually or as part of a community. We represented the diversity of the University’s student population by making use of inclusive imagery.

We rolled the new identity out across a range of print and digital assets. This included printed banners and posters and a suite of social media graphics. We also created a full set of visual identity guidelines for the University’s internal studio to use to continue the rollout of the new identity.

Mock ups of the posters we designed.
Mock ups of the social media graphics we designed.
A mock up of the pull up banner we designed.
The new branding applied to a wall outside the university facilities.