Since opening in August 2016 Oriam has, as a facility and an organisation, grown and developed. As a result, the brand that was created to launch Oriam back in 2016 is no longer reflective of who the organisation is and what we are trying to achieve. Over the past six months, Oriam have gone on a brand repositioning journey with an agency called Brand Oath. This journey is now culminating in the release of a new sub brand concept of ‘Our Oriam’.
Oriam is not just a performance facility. It is a facility that performs, for everyone. We are extremely proud of our ability to provide facilities and services to a wide range of people. From performance athletes, to students, to community users. Oriam has something for everyone. We believe in the power of partnerships. Strong partnerships with all these groups are what makes Oriam special and a place of opportunity for everyone. The collective concept of Oriam being for everyone, being ‘Ours’ is what the new sub brand is all about.
Within this collective we believe there is a place for everyone, Our Oriam: your… We have identified seven key audiences that we think reflect who we are as an organisation and the services we provide. These audiences are reflected within the brand as seven descriptive words. For example, if we say Our Oriam: your fun. This would be a way in which we can describe our community sports programme activity. It’s about fun, it’s about engaging the community in fun activity within the facility. Delivering a fun experience for people of all ages from mini kickers to walking football. This audience concept is repeated seven times within the new sub brand, bringing together the seven key audiences Oriam engages with. We believe this will allow us to open a better dialogue and narrative for communicating effectively with each of or audiences.
The concept of ‘Our Oriam: your…’ will be brought to life over the coming months. You will see both digital and physical branding that illustrates this concept. Check out our website story on the home page. We hope you like it and we hope you can see your own Oriam experience reflected within this brand.