Projects
Enjoy East Ren
East Renfrewshire, Scotland
Creating a Brand Rooted in Community
We partnered with East Renfrewshire Culture and Leisure, a charitable organisation that delivers sport, leisure, culture, libraries and heritage services on behalf of East Renfrewshire Council, to support the development of a research led rebrand that would bring greater clarity, warmth and confidence to the organisation’s identity.
Having worked with the team over the past few years on a range of creative projects, including seasonal campaign design and pantomime promotions, we already had a strong understanding of the organisation, its audiences and the communities it serves.
The brief was to create a brand that could bring the organisation’s wide range of services together under a clear, recognisable identity while better reflecting the role it plays in supporting health, wellbeing and community life across East Renfrewshire.
What We Delivered
- Research-led brand strategy and positioning
- New name and brand identity
- Audience insights, personas and engagement planning
- Brand architecture to unify multiple services
- Tested creative concepts with community focus groups
- Comprehensive brand guidelines for rollout and consistency
Background
East Renfrewshire Culture and Leisure plays a vital role in supporting health, wellbeing and connection across the region. Through sport, culture, education and heritage services, the organisation touches thousands of lives every week.
Over time, however, both the organisation and its communities had evolved. While the existing logo was familiar, the wider brand lacked clarity and consistency. This sometimes created confusion around its relationship with East Renfrewshire Council and made it harder to communicate the full breadth and impact of what the organisation delivers.
Flourish was brought in to support a full brand refresh, grounded in research, strategy and lived experience. The outcome was Enjoy East Ren, a new name and identity that reflects a shared purpose while celebrating the role culture, sport and learning play in bringing people together.
This wasn’t about simply updating visuals. It was about creating a brand that feels welcoming, confident and relevant to the communities it serves. One that could bring multiple services together under a single identity while supporting long term organisational and commercial goals.
Our Approach
We took a structured, insight led approach to brand development, ensuring the new identity was rooted in real experience and aligned with both audience needs and organisational ambition.
Understanding the landscape
We began with a detailed brand audit and research phase. This included site visits, customer experience reviews, competitor analysis and a wider market assessment.
This work helped us understand how the organisation was currently perceived, where confusion existed and where there were opportunities to create a clearer, more distinctive brand.
Alongside this, we developed audience personas and an engagement plan to ensure the views of communities, internal teams and partners helped shape the direction of the brand.
Creative development and testing
From there, we developed three distinct brand concepts, each exploring a different way the organisation could present itself and connect with audiences.
These concepts were tested through two focus groups. One group included highly engaged East Renfrewshire Culture and Leisure users, while the other brought together people with lower awareness or engagement.
This allowed us to understand what resonated most clearly, where improvements were needed and which direction offered the strongest balance of clarity, warmth and relevance.
What we learned
Participants consistently responded best to concepts that felt welcoming, inclusive and clearly rooted in East Ren. Designs that felt more corporate or less connected to place were less well received.
Clarity was also crucial. People preferred simple navigation, accessible typography and clean, easy to understand layouts.
Overall, the strongest direction was a modern, community focused identity that made services easy to recognise and invited people to get involved.
The Result
The final phase focused on refining the chosen concept and preparing the brand for rollout.
We developed a comprehensive set of brand guidelines to support consistent use across services, venues, signage, marketing materials and partner activity. This ensures the brand can be applied confidently while remaining flexible enough to grow and evolve.
The result is Enjoy East Ren, a brand that clearly communicates who the organisation is, what it stands for and the role it plays in local life.
More than a name or visual identity, it’s a brand designed to welcome people in, helping communities discover new activities, connect with one another and enjoy everything East Ren has to offer.
