Launching a new look for Tyldesley community-led leisure facility the Pelican Centre

We were really pleased to celebrate the launch our rebrand of Tyldesley’s Pelican Centre this week with the client team.

Developed largely during the lockdown earlier in 2021, the rebrand, including a new logo, strapline and brand messaging, creates an independent identity for the Pelican Centre, clearly communicating its charitable status and unique place at the heart of the local community. As the Centre looks to celebrate its 10th anniversary in 2022, this rebrand gives the Centre a great springboard for future growth in its second decade. 

The Pelican Centre story

Formerly Tyldesley Baths, and the Majestic Cinema prior to that, the Pelican Centre was rescued by community members and opened in 2012 as a community asset.

The not-for-profit, independent and entirely self-funded Centre is operated by a small team of permanent staff, volunteers and trustees, offering quality swimming, gym and class facilities, volunteering opportunities, community spaces and charitable support for those who need it, such as free swimming lessons, room hire and facilities for the homeless.

The Pelican Centre participates in many initiatives to support the community it serves, including ‘Active Together’, a partnership with Leigh group Everything Human Rights which supports those who may feel isolated, the BAME community, those new to the area and low-income households with affordable fitness and wellness activities.

Delivering the Pelican Centre’s rebrand

CRE8 has worked with the Pelican Centre since 2019, establishing an excellent working relationship and a deep understanding of the Centre’s brand values in that time.

Already having delivered numerous packages of design and print for the Centre, in early 2021 we commenced our rebrand project to consolidate that work with updated brand messaging and a new logo better suited to the Centre’s local audience, digital platforms and future growth goals.

Our project commenced with an in-depth marketing and branding consultancy period, undertaken during lockdown with the Centre team. Having defined strong brand messaging, brand position and a new mission statement, we created a new strapline and began work on a logo design. With logo concepts finalised, we advised the Centre on a brief member consultation to ensure the finished result would connect with its audience.

This consultancy work enabled us to establish a strong brand foundation, creating a unique look and feel for the Pelican Centre that will appeal to children, families, older residents, schools, sports clubs – and everyone in between!

The rebrand launch

The Centre’s new logo and brand was unveiled on 5th July by Margaret Partington and Sylvia Robinson, two long-standing members of the Pelican Centre, together with members of the Centre staff team and board of trustees. CRE8 managed the launch, including comms strategies and press liaison.

The modern logo is accompanied by a new strapline ‘Feel Good Fitness’, and a mission statement which tells the Centre’s story:

“To help our local community feel good mentally, physically & socially through fitness, friendship & charitable support.”

The rebrand has been warmly received by the Centre’s local community, and we’re delighted by the comments from members.

The Pelican Centre’s Business Manager Natalia Stothard:

The Pelican Centre is proud to be the largest independent fitness centre in the Borough. Entirely self-funded, our charitable trust serves people of all ages in Tyldesley, Atherton, Astley and the wider community who are looking for affordable, accessible and friendly leisure and fitness facilities.

As we look ahead to our 10th anniversary, we’re aiming to build on our strong roots in the community with this new brand which clearly communicates our values, and that members, schools and local people can be really proud of.”

Brand rollout & support for the Pelican Centre

We’ve really enjoyed working with the Pelican Centre on this project, creating a fantastic brand position that sets the Centre up well for growth. The independent look, communicating important brand messages, is being rolled out internally through new signage, digitally on the Centre’s social media platforms and with a further exciting step still to launch!

As a local business with strong links to Tyldesley, it’s important to us that the Pelican Centre’s rebrand makes a bold statement that the local community will love.

We’re looking forward to continuing our relationship with the Centre as we undertake regular marketing management activity and plan 10th anniversary celebrations next year.

Read more about the project, and comments from CRE8 and the Pelican Centre, in our press release