With several sub brands and a long history of acquisitions, Lifetime Group required a brand identity which would be flexible to accommodate these sub brands but also able to add new divisions or brands

After a consultation and audit of the current marketing comms, we presented several initial brand concepts including a circular device with 7 intersecting pathways which we demonstrated had the ability to provide multiple sub brands variations using just 2 of the pathways in differnt combinations. When combined, the sub brands would always form the Group brand. This accomodated not only the existing sub brands but had the longevity for future acquisitions.