Glasgow Life and Glasgow Sport (Glasgow City Council): I am the goal smashing – Glasgow Club rebrand

Glasgow Club, a gym brand, relaunched its brand to gain memberships across Glasgow in Scotland by launching a new colour palette and messaging system that changed perceptions of what a 'council gym' is.

Executive Summary

Glasgow Club's legacy as the City Council's sport and leisure membership scheme was evident in their brand communications which failed to truly resonate with their wide-ranging target audiences. The brand was tired and dated, lacked

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