Heat Design worked directly with David Lloyd to create the brand and digital expression for the project, developing the visual identity, tone and website used to present the concept to investors.

The brief was to make a bold idea tangible – to visualise how a new kind of family experience could take shape across locations in the UK and US.

The website served as a storytelling platform: part investor deck, part brand showcase. It balanced commercial clarity with emotional warmth, capturing the ambition behind the venture and the social benefits it aims to deliver.

At the centre of the identity sits a logo built on rhythm, balance and flow. Its intersecting lines and arcs echo the geometry of sport – the markings of courts, tracks and pitches. This underlying structure gives the logo its sense of movement and precision, while opening new directions for the brand’s visual language across print, digital and motion. It’s a reminder that beneath the play and colour lies a purposeful design framework – a playground of lines ready to be activated when needed.

The design combines open layouts, natural tones and movement-led imagery to convey a sense of space and energy – reflecting the ethos of play, wellbeing and connection at the heart of the brand.