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Riverhills rebrand

A rebrand to be proud of for Riverhills Health Club & Boutique Spa

The Client.

Riverhills is a boutique spa and members-only health club based in Ipswich.

The site is well known within the Ipswich community under its former name, Clarice House. The company rebranded when the Bannatyne Group bought the Clarice House name, along with its sister locations in Colchester and Bury St Edmunds.

The Challenge.

We had previously worked with the client in 2012 when we updated the original Clarice House branding. Following the buy-out from the Bannatyne Group, we were tasked with renaming and rebranding the company now it was a sole operator.

The company were looking for a smooth transition to the new name and rebrand and wanted to work with an organisation who could help alleviate the stress of the process. It was vital that the project was completed within the legally binding timescales which had been imposed by the buyers of the previous Clarice House brand name.

The Brief.

  • To create a new name for the health club and day spa
  • To redesign the company logo to reflect brand values yet maintain some consistency
  • To roll out the brand digitally – updating the company website, social media pages and provide digital assets for use in printed marketing collateral

The Process.

To establish a new brand name, a competition was promoted on the client’s social media channels for customers to suggest a name. Over 2,500 entries were received, and a shortlist was created of the most popular suggestions which were again put out to a public vote.

We worked closely with the client during the shortlisting phase and the redesign of the logo as we wanted to ensure that all staff and paying health club members were informed at all stages of the process.

It was important that the new brand identity felt modern and fresh, yet still retained some of the original features of the previous branding in order to maintain some consistency for those who may not have been aware of them.

SimpleClick worked closely with us to come up with a strategy for the renaming and rebranding process; a task that seemed overwhelming at the outset but thanks to their expertise and guidance the transition went smoothly. We now have a name and branding that we are proud of.

The Timescale.

Due to legally-binding timescales, we had three months to complete the process, from consultation through to implementation.

The Immediate Results.

We are pleased to say that Riverhills is now a well-recognised brand name within the local community. The brand-new Facebook page has more than 25,000 ‘likes’ and strong engagement showing that potential customers are aware of the new brand.

The continual involvement of the health club members and day spa guests helped to create a buzz around the rebrand and resulted in a smooth transition from the old brand name to the new.

From a client perspective, they felt the pressures were eased on the project as they were confident that it would be delivered within the defined timescale.

The Longer-Term Benefits.

Thanks to the engagement and awareness of the rebrand, the client can benefit from increased sales, greater brand recognition and an increased prominence within the local community.

The Statistics.

  • Since the rebrand, revenue has increased by 21% year on year.
  • Transactions have already increased by 30% year on year.

The Testimonial.

"SimpleClick worked closely with us to come up with a strategy for the renaming and rebranding process; a task that seemed overwhelming at the outset but thanks to their expertise and guidance the transition went smoothly. We now have a name and branding that we are proud of.”

Stuart King, Managing Director, Riverhills