Coming together under the new name Swan Active, The City of Swan needed to unify and reposition their leisure centres to remain competitive into the future. They required a inclusive brand which reflected the true diversity they serve, as well as the value they offer their community.

From local sports clubs, to kids swimming lessons, and seniors fitness classes, Swan Active welcomes everyone under the sun. The identity had to appeal to these vast community groups, whilst still draw clear connections to the City of Swan brand.

A bright, warm and lively identity underscores Swan Active's inclusiveness.

Portraits of real community members bring together this overarching sense of inclusiveness.

A rounded typeface that can continually be stacked to form new, lively variations is a key part of the identity. This reflected the idea of being 'for all sorts' – no matter age, shape or size.


Creative Direction: Mark Braddock
Animation and design: Cameron Murray
Brand Strategy: Emma Watton