New look for lido

Wow. It’s always nice when something fresh and different appears on my desktop screen. This time it’s a new look to promoting Bath’s historic Cleveland Pools which will hopefully reopen to the public in the summer of next year.

Matthew Croft, co-founder of city-based ‘WithUs Studio’ and a Cleveland Pools volunteer, has spear-headed a brand new identity for what is the UK’s oldest public lido which captures the spirit of this unique site.

Built in 1815, it boasts a series of outdoor swimming pools and a Georgian crescent of changing rooms in an idyllic location nestled amongst nature on the banks of the River Avon in Bath.

Through the centuries the pools fell into disrepair, but a successful local campaign will see full restoration work finally begin in Spring 2021. On reopening it will be a treasured swimming facility for the community of Bath and beyond.

Trust Chairman, Paul Simons commented:

“When supporting projects such as Cleveland Pools, the National Lottery Heritage Fund is always keen to stress the importance of local engagement and community involvement — at the ‘Pools’ this
is clearly demonstrated through the power of volunteering and the many individuals who give huge amounts of time and expertise freely.”

“As the project moves into the delivery phase it was recognised that a fresh new look was needed and we have been most fortunate to attract volunteer Matthew Croft from WithUs Studio in Bath to lead us through the process.

Through Matt’s stimulating input staff, trustees and volunteers working on archive images, interpretation, research, promotion and communications have come together to act as a focus group to develop our refreshed new identity. We are delighted with the results and I’m sure that you will be too.”

Matthew Croft.

Meanwhile, Matthew Croft added:

“We’ve been working with Cleveland Pools as they enter a new phase ahead of their planned reopening next year. We needed to broaden the focus to fully capture the spirit of the project and the magic of the Pools; an idyllic site, brimming with history, restored for the greater good. Whether that’s learning to swim, keeping fit or just meeting friends.”

“We had two key aims. Firstly to elevate the project to sit alongside other landmarks in a city famous for its waters — and secondly to ensure that it remains accessible to all. Bath has a reputation of affluence but inequality is high. The volunteers are driven by a tireless dedication to restore the Pools for the benefit of all in Bath and beyond. The identity needed to reflect this.”

“Working closely with Anna Baker (Project Director) and the Trustees we established a strategic framework that everyone could get behind. Using playful copy, natural textures and an eclectic use of illustration and collage, we built a vibrant language to better reflect the Pools as they once were and will be again. Nestled in nature, fun and full of life.”

f you would like to see more the new look is being showcased on Instagram @clevelandpoolsbath and check out the Cleveland Pools website at