Working for
ukactive
Industry
Health and Fitness
My Role:
Brand refresh
Artworking
Marketing Copy
UI/UX Design
Photography
National Fitness Day
National Fitness Day is an annual campaign by ukactive (the health and fitness industry association) that highlights the role physical activity plays across the UK, helping to raise awareness of its importance in helping us to lead healthier lifestyles. The brand identity centres around the enjoyment of activity and the individual journeys we all experience on our own fitness journeys.
National Fitness Day needed a colourful and dynamic brand refresh that continued to reflect its mission while better displaying the fun and inclusive elements that taking part in fitness activities can bring.
I kept core elements of the existing brand such as the logo and primary colours to keep some continuity but added a secondary colour pallet to bring more variety and expressiveness to the visual identity. I also tweaked the original primary colours of navy and yellow to make them work better for print.
Using the ‘N’ from the National Fitness Day logo, I created an interlinking dynamic pattern to give a sense of positive progression as your eyes follow the lines up and to the right. The handwritten style font combined with simple doodles reminiscent of childhood and vibrant colours were used to create a sense of playfulness that the branding was previously lacking.
To lean into the ‘fun of fitness’ idea of National Fitness Day I wrote a series of easy-to-understand health and fitness related puns that were used on posters and as social tiles.
National Fitness Day needed an updated website, so I took the opportunity to redesign the layout to enhance user experience, focusing on simplifying the journey. Users needed to quickly find the toolkit and location tool, and learn about previous campaigns and current partners. After sketching ideas, I streamlined the site to display essential information before implementing visual elements from the brand guide to create the design in XD ready to be developed.