ThinkActive is part of a nation-wide effort, supported by Sport England and The National Lottery, with a mission of improving peoples lives and wellbeing through positive physical activity.
After a successful period of growth, the business felt it was time to relook at the company website. With an awareness of their role to encourage, guide and optimistically show the transformative power of sport, they identified the current website no longer reflected their values and was too complicated for the user.
Though we were clear on the clients brief, upon seeing the business with fresh eyes our immediate suggestion was that the ThinkActive branding did not reflect the clients vision and business mission.
It was not our intension to suggest a complete rebrand, but instead a refresh of the brand identity to revitalise and instil a feeling of positivity, inclusivity and energy.
Although conscious we were not doing a full rebrand, we wanted to expand the clients refreshed identity by creating a visual language to support their new look.
Our solution was friendly rounded arrows.
The graphic arrows embody a sense of movement and vitality, mimicking the values and messages the business so passionately stands by.
During the project it became apparent that a refinement of the brand tone of voice needed to be looked at in order to align with the evolution.
After reviewing and establishing what the personality was for the brand, we proceeded to rewrite the copy and messaging style that would be incorporated on the new website.
With the tone of voice in place, we carried out a short workshop with the clients team where we talked through the key fundamentals of the writing tone, enabling them to understand and replicate it moving forward.
Furthermore, we collated together a library of support image styles that captured the enthusiasm of the brand and the people they aim to communicate with.
With the brand foundations in place, we proceeded to design and built a website that streamlined the expansive services that ThinkActive provide in a user-friendly and engaging way.
We enhanced the user experience of the new site by including animated movement with the arrow graphics, which subtly act as guidance points to key information and call-to-actions for the audience.
“Designmc do what they say they will, when they say they will. They do not take up time with jargon, they asked us direct questions so they better understood what we wanted. We were able to ask questions and be ignorant, with their expertise being considerate and helpful – never condescending or to take advantage.
We felt well serviced and well looked after, and that we were in receipt of their expertise.”
Looking to realign, refresh or redevelop your brand or business marketing strategy? Send us an email at hello@designmc.org or, give us a call direct on 01926 754038 for an informal chat.
