Over the weekend I was able to visit SAC and take some photos for primary research. Unfortunately, my photography skills are pretty dire, but you get the idea of the existing collateral within the sports centre. I tried to get a range of the collateral which wouldn't be considered usual within the gym.
The way finding within the gym is very simple and traditional, simple printing onto some wooden plaques, which are mounted above doorways and on walls. It doesn't really fall into the existing theme of the brand.
The posters around the interior of the gym are third party. They really stand out amongst the rest of the gym - in a negative way. The colours clash, and the style of design doesn't blend with anything else surrounding it.
Additional promotional and informational material within the sport centre - all of which looks pretty dreadful. None of which is consistent, and the majority of it hasn't even been designed.
Stock photos used in the printed collateral. No real use of grid systems of other design elements. Unfortunately it really lacks any substance or individuality, which really brings down the sports centre as a whole.
Finally, the SAC Ampleforth membership card - which is used for signing in to the gym upon arrival. Quite minimal, very basic.
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