OneRen is the charitable trust that provides culture, leisure and sport to the people of Renfrewshire while welcoming visitors from all around the world. After changing their name and setting ambitious goals they needed a brand to reflect their unconventional and audacious attitude. The new identity communicates a diverse portfolio of services and unites staff and customers across the organisation.
of the public understood the organisation operates swimming pools.
of the public knew about their Arts programme.
of the public and 12% of customers realised they are a charity that reinvests profits.
Staff inclusion and unity were fundamental to the renaming and rebranding of the organisation. We worked with the team to understand what motivated them and how the brand could boost morale.
Staff pride themselves on helping people. The brand had to reflect how OneRen’s work supports happier, healthier, more connected lives. No matter what area or service you use.
To make sure the brand communicated the universal ways that OneRen support Renfrewshire we worked with staff to define key themes – OneRen’s Common Threads. These are community, events, wellbeing, spaces, experiences and learning. Each thread has introductory copy and was assigned a colour and an icon to aid accessibility.
Conversations we had with the team all focused on real people and their experiences. Mostly for those living in Renfrewshire but also visitors from further afield. They support people through some of life’s unforgettable moments. Learning to swim, visiting from across the globe to research family history, recovering from a heart attack or saying I do. The brand showcases these moments and feelings through copy, photography and video.
They are the OneRen experience.
Authentically capturing OneRen’s range of affordable, accessible and ambitious services was key. Showing real, diverse experiences in local landmarks and places the public know makes everyone feel included and welcome, no matter where they come from.
Each component of the brand shines a light on a different experience of the organisation. When you bring them together the vibrancy of the OneRen community comes to life.
Videography opposite: Studio 27 Productions
New uniforms, brand toolkit, training and templates ensured that all staff knew and understood the rebrand. This helped the organisation manage the launch in a consistent way across all departments. OneRen is now able to showcase its full portfolio and set itself as a cultural and sporting destination for visitors worldwide.
Since launching the new brand OneRen is going from strength to strength. Staff feel listened to and love their new uniform and their audience numbers are on the up. In the first 8 weeks after the launch their Instagram engagement rate grew by 22.54%. Twitter page visits are increased by a whopping 1225% and page mentions are up by 373%.
OneRen absolutely captures the spirit and purpose of the organisation. The brand is fresh, flexible and inclusive and represents both the values of the organisation and the impact of cultural experience and leisure on people’s health, wellbeing and quality of life. It cleverly conveys togetherness, healing and renewal, and it looks beautiful too.