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  • Lanes Health Club

Lanes Health Clubs – Brand Creation

The challenge

  • Create distinctive branding that emphasises Lanes’ position as a premium health and wellbeing club, where over 45s and younger members feel equally at home.
  • Communicate brand proposition to members, potential members and employees.
  • Convey club atmosphere, where members feel part of a caring community.


Scoping and research

To understand the aims and vision of this new breed of health club.

Brand development

Hand-drawn logotype that reflects the energy and humanity of the brand, combined with imagery that depicts real people living real lives. Tone of voice that reinforces the three key principles of Lanes Health Clubs:

  • Relaxed – demonstrating that members can be themselves at the club.
  • Spirited – inspiring members to be the best they can be.
  • Caring – welcoming members, so they feel valued and looked after.


Creation of signage, collateral, website, social & digital assets. Integration with membership system.


  • A brand that is aspirational, adventurous and full of life targeting over 45s.
  • Members who feel that the club is a real community and social hub.
  • A strong position from which to expand and build a group of clubs in this niche.

What they say

“I used to say I was going to the gym, now I say I’m going to the club.”

Lanes Health Club member

Caburn Hope
Rusbridge House, Rusbridge Lane Lewes, East Sussex BN7 2XX, UK

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