Move is a social fitness app for the Southeast Asian market. It’s for everyday people and non-athletes, designed to encourage users to move through branded experiences, gamification and rewards.
93% of Southeast Asians do not regularly exercise. LIV3LY is on a mission to address this. The creative brief was to create their new product; a game-changing social fitness experience that felt as fun as it did rewarding. With a target audience of fitness newbies and non-athletes, we had the challenge of addressing a reluctant audience in a crowded market with their new app, Move.
‘Helping people get back on the move’ became our tagline and north star when designing the new brand identity for Move. Every design decision through branding, UX and UI was made with motivation, accessibility and giving users a rewarding feeling in mind. We knew that this non-judgemental fitness app would need a unique aesthetic to match the unique experience.
Our solution was to collaborate with the 3D artist, Horacio Camacho, to create a Move universe including a family of five characters, which became the backbone of our identity. The colors, typography, marketing and digital design unfolded around these characters to create a harmonious identity and fitness space that made movement fun and rewarding.