Xcite (West Lothian Leisure) Annual Review 2023/24:
Design & Copywriting

The Campaign Brief

Creating a healthier, happier West Lothian is at the heart of everything West Lothian Leisure does. As a charity, its contribution to the health and wellbeing of local communities goes far beyond providing leisure facilities, and it has an important story to tell.

Cunningly Good Group was appointed in November 2024 to produce West Lothian Leisure’s 2023/24 annual review, with responsibility for both copywriting and design.

Our challenge was to create an eye-catching, engaging publication that would bring the charity’s purpose to life, showcase its invaluable contribution to communities across West Lothian and demonstrate the real difference it makes to people’s lives.

The annual review also needed to communicate the findings of a newly commissioned social value report, which revealed that West Lothian Leisure had generated an impressive £14.4 million in social value between April 2023 and March 2024.

The ultimate objective was to create a compelling communication tool that would strengthen stakeholder engagement, attract new members and encourage greater practical and financial support for the charity.

Cunningly Good Group’s Approach

We knew the numbers told an impressive story, but we wanted to go further. Our approach was to put people at the heart of the annual review, combining powerful statistics with authentic stories that demonstrated the tangible impact of West Lothian Leisure’s work.

Working closely with the charity’s team and within its established brand guidelines, we developed a vibrant, accessible 12-page publication built around one unifying message: Real Impact.

This strapline featured on every page, providing a consistent thread throughout the document and reinforcing the difference West Lothian Leisure makes to individuals and communities.

We worked collaboratively with the team to identify compelling case studies that would bring the charity’s achievements to life, putting real people and their experiences alongside the facts and figures. Key statistics were transformed into engaging infographics, making complex information accessible and ensuring the charity’s contribution could be understood at a glance.

Alongside the essential financial information and organisational introductions, we placed particular emphasis on the innovative projects and initiatives West Lothian Leisure had invested in throughout the year, highlighting its commitment to improving health, wellbeing and opportunities for local people.

Every element, from the copywriting and storytelling to the layout and design, was carefully considered to create a publication that would capture attention, communicate impact and inspire support.

The Cunningly Good Results

The result was a striking, professionally designed 12-page annual review that did more than report on a year of activity. It told the story of a charity making a meaningful difference to the communities it serves. The publication delivered against the project’s key communication objectives by:

o Demonstrating significant social value, giving prominence to the £14.4 million generated for West Lothian communities during 2023/24.

o Bringing the charity’s purpose to life, using real-life case studies to connect its work with the people who benefit from its services.

o Making impact accessible, transforming important statistics and financial information into clear, engaging visual content.

o Showcasing innovation, highlighting the projects and investments helping West Lothian Leisure deliver healthier, happier and longer lives.

o Creating a powerful stakeholder communication tool, designed to build awareness, strengthen relationships and support ambitions to grow membership and secure greater backing for the charity.

Crucially, the annual review brought together the charity’s financial performance, social value and human impact in one cohesive, compelling publication, providing West Lothian Leisure with a valuable resource to share with stakeholders.