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David Lloyd Clubs | Re-brand
Coinciding with a major investment across the entire estate of clubs to improve the customer experience, LMC was appointed to undertake an extensive re-positioning and re-branding of the David Lloyd Leisure brand with the ambition of becoming more premium and aspirational. A club not a gym.
The David Lloyd signature had equity and was recognisable within the industry. But with big investment to improve the product quality, the identity needed to appear more premium.
LMC’s recommendation to strategically move to David Lloyd Clubs was a simple but important move for the business to move away from the crowded gym category where price was the driving factor to becoming Clubs where quality and breadth of offer was more appropriate for the target market.