Local government
A health movement a whole borough could own.
Barking & Dagenham wanted more residents moving, more often. Not another campaign to be ignored, but a movement people would carry as their own.
Challenge
The borough's health partnership had real reach, but no shared identity. Programmes ran in silos, earlier campaigns had been pushed from the top and faded within months, and residents didn't see themselves in any of it. The brief was harder than a logo: build something an entire system of partners, and the public, would actually adopt and keep using.
Insight
Not a campaign you're told to join. A movement that's already yours.
We reframed the whole thing, away from a top-down health message and toward belonging. A movement defined by the people in it, not the institutions behind it. One confident, flexible idea, MOVES, that any partner could pick up and any resident could feel part of.
Human
Co-designed with the borough, not for it.
We worked in the room with residents, frontline staff and partner organisations from the very start, shaping the idea together rather than presenting it finished. That's how a brand stops being something imposed and becomes something owned. People protect what they helped make.
Brand
A system any partner could run, in any neighbourhood.
We built a flexible identity, not a fixed logo. A bold, energetic system of type, colour and motion that flexes across programmes, places and partners while always reading as one movement. Clear enough that the partnership runs it themselves, long after we've gone.
Tech
Built to be used, and found, from day one.
We delivered the brand as ready-to-use templates and a fast, accessible digital presence, so partners could put it to work immediately and residents could find what's happening near them. Accessible by default, because a movement that leaves people out isn't a movement.
Outcome
MOVES was adopted across the whole partnership and embraced by residents as their own. One borough, moving together under a single, confident identity.
across the whole partnership, by residents and partners alike