Conceptual

We've all got them – the ideas that, despite their staggering brilliance, got left on the cutting room floor.

But am I bitter? No, because creativity is all about making choices. Besides which, it's nice to show there's more than one way to answer a brief.

This page is dedicated to the ones that got away. I'll be adding more examples from my files as they become declassified and/or less embarrassing.

This time it’s personal

To some health clubs you’re just a number, which is fine if that’s what you prefer.

At Spirit we like to know our members by name. Our theory is the better we know you, the better we can help you achieve your health and fitness goals.

Besides, who wants to spend time talking to No. 236?

Dear Spirit Member

At Spirit we never take your loyalty for granted, which is why we’d like to show our appreciation for your decision to stay with us for another year.

In this book you’ll find a range of offers and privileges exclusive to members. The selection includes items designed to make your time in the club even more enjoyable, along with some very hospitable ways to benefit from our top hotel connections.

Take a few minutes to leaf through the book and see what’s available. We think you’ll be pleasantly surprised.

With best wishes

The Spirit Team