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Renfrewshire Leisure completes transformation into OneRen
05 May 2022
The transformation of Renfrewshire Leisure to OneRen has been met with a tremendous response - reinforcing the charity’s significant role in its community.
It was widely acknowledged across the organisation that the name Renfrewshire Leisure no longer represented who we were and the vast ways in which our charity serves its communities.
When we first came into being we did not have the arts, cultural, libraries sport and health services under our wing. In reality though, we have been more than simply leisure and sport since 2016.
The challenge we faced was clear: To find a name which represented all that we do; a name which did not label us as “only” a leisure, sport or cultural identity; a name which unites our teams operating in every area and which demonstrates the fact that we work at our best when we are all together.
The result: To move forward as one. We are now OneRen.
This was not, however, a quick or easy decision. The rebrand of our trading name in January was the result of careful research, consultation and consideration which had been ongoing since 2019.
Colleagues, customers and stakeholders played a critical part along every step of the way.
At the outset of our work, we asked more than 800 people what their perceptions of Renfrewshire Leisure were.
The results showed us that more were aware of our leisure than cultural work. What’s more, only 2% of the public and 12% of customers realised we are a charity.
Opening the eyes of our communities to all that we do to improve lives became a priority, particularly as we prepare to take responsibility for the transformed Paisley Museum which is among a series of major capital projects being delivered by Renfrewshire Council.
And the vital role played by our teams in response to the coronavirus pandemic - and the fact that leisure, cultural and sport should be front-and-centre in improving better health and wellbeing - put that into even sharper focus.
Working with branding specialists ilka, we have truly achieved that - coming up with a modern name, coupled with strong contemporary design and effective execution which demonstrated the human impact of our work.
As Lisa Adams, from ilka, explained: “Documenting OneRen's range of affordable, accessible and ambitious services was key. Authentically capturing a variety of vibrant personalities helped create a human-centred brand.”
The results of the rebrand have been overwhelmingly positive.
In the months since we became OneRen, almost three quarters of staff have told us that they believe the name better reflects who we are and what we do.
The easy-to-navigate design of our new-look rebranded website has been praised by visitors. And the total number of visitors to it has tripled compared to the same timeframe last year.
That increase in traffic has been helped by our vastly improved social media presence, which has been redesigned and refocused, taking in excess of 35 accounts across all platforms to those which concentrate on just four pillars, covering leisure, sport, culture and corporate.
Our total social media following has increased by almost 5%. The Facebook audience reach of our culture channel alone rose by 475%, compared to its previous equivalent.
All of this - and more - confirms to us that the time was right for change.
Even in a relatively short time, it’s clear that our staff - who all now wear the same uniform - more clearly identify as one. They are OneRen.
As the leisure and cultural sector begins to find its way towards planning for a future which will be shaped by the legacy of Covid-19 we have taken the chance to launch our rebrand. We are already in no doubt that the steps we have taken has positioned OneRen at the centre of the economic and wellbeing recovery and renaissance of Renfrewshire. But the work doesn’t stop there, we are underway creating inspiring, community lead campaigns that showcase the difference that OneRen makes to the people of Renfrewshire.
Since the launch of OneRen, we have been approached by industry peers across the culture and leisure sectors who have provided us with positive feedback on the brand and asked for advice on developing areas of their business wither that be website development or brand positioning. If anyone is thinking about embarking on a similar branding journey we would be more than happy to share our experiences with you. Please contact Nicola McMahon, our marketing and communications manager for further information.
We are proud of the difference we can make, building healthy, happy and fulfilled lives for everyone living in or visiting Renfrewshire. With us, you can embrace community and better wellbeing, enjoy world-class events and experiences and explore unique spaces.
Together, we are OneRen. And, as a team, we will be a powerful force in a stronger, healthier future.
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