City of Logan council approached Map Creative to develop a new brand strategy and identity for their Leisure Centres group, which included gyms, pools, courts, and health services. Like an 80's workout video, the brand had experienced a decline in relevance over time, so we put on our sweatbands and got to work.

To get the brand focused and fighting fit, we created a comprehensive positioning strategy alongside a vibrant new suite of graphics which, together, established a holistic health and fitness environment built on inclusivity. Under the new name 'Logan Active', we inspired locals to move with purpose and get fit for life.