Movement for Health
Project Overview
We move together. Building a brand and resource that helps those who support people with long term health conditions.
Our research focussed on exploring movement and what does movement look like? This question also framed our research when exploring the current narrative around movement/physical activity. This was a key question that remained when looking at the current landscape that movement for health sits in. The research identified core themes that formed our design concept ‘movement from within’. The concept explored that movement looks and feels different to everyone. The amount of movement varies, the type of movement but all of it starts from an energy within.
For the new identity we created a full visual identity with a flowing shape (flo) to represent that everyone moves in their own way. Flo reflects movement in long term health conditions and indeed the overall movement morphs into different shapes, sizes and speeds and sometimes doesn’t move at all. The verbal identity was key in bringing the full identity together. “We Move Together” is a running theme throughout all the work with each word adding its own part to the overall message: We – collective relationships – coalition, anyone with health condition, those supporting them. Move – the aim, this can be physically, mentally, policy, move behaviour change, culture. Together – this isn’t something that will be solved tomorrow, or something that will be solved on our own but collectively we can move the dial towards a more active Scotland. The movement starts from within in, is encapsulated in the logo showing flow within the word movement.
The website tools & resources section was structured around the physical activity framework for Scotland where users can explore each theme and find relevant articles all found within a user friendly categorised filtering system. The brand has been expanded through the creation of a suite of social media assets. These are full branded, all with a clear system to include new content/messaging whilst staying within the main brand structure. A suite of icons and illustrations has been created that can be used throughout the identity all being brought to life through animation. The verbal and visual identity are utilised in all marketing and communication materials.