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.
Our approach
We worked in the room with residents, frontline staff and partners from the very start, shaping the idea together rather than presenting it finished, because people protect what they helped make. From that we built a flexible identity, not a fixed logo: a bold system of type, colour and motion that flexes across programmes, places and partners while always reading as one movement. We then delivered it as ready-to-use templates and a fast, accessible digital presence, so partners could put it to work straight away and residents could find what's happening near them.
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