Spring Lake Fitness and Aquatic Center

Making a Bigger Splash

The Spring Lake Community Fitness and Aquatic Center (SLCFAC) partnered with us on a rebranding initiative to convey its evolution since first opening its doors ten years prior. Long associated with the school district primarily as an aquatic center, we helped them rebrand themselves as a premier fitness, aquatic and recreation facility serving to enrich the lives of the broader community. 

To achieve this, we worked closely with the organization to craft an updated mission and vision, designed a new brand identity, and developed a more dynamic and user-friendly website. We also proposed simplification of the name to FAC—Fitness and Aquatic Center—for ease of memorability and to promote the facility’s full program offering.

Deliverables

  • Positioning, Mission + Vision Statements
  • Brand Voice + Messaging
  • Logo
  • Brand Guidelines
  • Website
  • Specialty Folders
  • Wayfinding Signage
  • Photography

Our Role

  • Brand Strategy
  • Print + Digital Design
  • Copywriting
  • Photography + Art Direction

Team

  • Mandy Lattin—Design
  • Kat Magee—Design
  • Kim Lisa Sobotta—Strategy + Copywriting
  • Andrew Dull—Creative Direction
  • Craig Watson—Photography
  • Andrew Mazur—Web Development
Branding and Photography

Branding and Photography

Using track and swim lanes as inspiration, the new FAC identity symbolizes these various paths converging to represent all the programs their state-of-the-art facility has to offer. The result is an energetic and engaging logo.

We also captured photography that showcases the FAC as a vibrant community hub with a wide and varied programs offering.

Type & Color Specifications

Headlines
Eurostile Bold All Caps

 

Body Copy
Droid Sans Regular

Red

CMYK: 12, 100, 91, 3

RGB: 207, 31, 47

Pantone: 186

Silver

CMYK: 0, 0, 0, 20

RGB: 209, 211, 212

Violet

CMYK: 100, 100, 25, 25

RGB: 38, 34, 98

Pantone: 2765 U

Lake

CMYK: 43, 11, 0, 0

RGB: 138, 194, 232

Pantone: 283 U

Website

We designed and developed a custom website for the FAC that offered a more engaging, user-friendly experience for both current members and potential members. This new website also features a custom-built calendar which integrates all fitness class information into one easy-to-find and simple to read place.

Partner with Us

Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.

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Partner with Us

Let’s work together to design the future of your brand. Tell us about yourself, and someone from our team will be in touch to schedule an appointment.

Sent ✔
Oh no! Something’s not right. Please fix the errors above.