We began with a deep-dive discovery process to define the role and relationship of each brand within the broader Peninsula Leisure family. Through stakeholder workshops and market research with customers, members and staff, we mapped out the key communication needs across every department. From membership pricing and class timetables to open hours, lap lane availability and centre updates. This strategic groundwork informed the creation of a multi-site ecosystem, designed to house Peninsula Leisure and its subsequent brands within a cohesive digital structure. The new platform not only strengthens brand unity but also simplifies how users navigate between facilities and find information. User experience and accessibility were at the core of every decision. With such a high volume of information to convey, the design prioritised clarity, intuitive navigation, and responsive performance across all devices. Each site was optimised for fast load times, logical content flow, and a consistent visual identity that reflects the Peninsula Leisure brand values of community, wellbeing and inclusivity. The final solution integrates seamlessly with Peninsula Leisure’s broader digital strategy, connecting social media, email marketing, and their online member portal to deliver a holistic and user-friendly experience.