Insight
America’s children are suffering from a host of health problems associated with poor diet and a lack of exercise.
America’s children are suffering from a host of health problems associated with poor diet and a lack of exercise. If we don’t get them moving, their life spans will be 5 years less than their parents.
The former First Lady Michelle Obama and Nike led a coalition of private businesses and public entities to bring physical activities back to schools. These schools will be branded Let’s Move Active Schools.
What we did
- _ Brand identity
- _ Brand system
- _ Event experience
- _ Apparel design
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Outcome
An identity as energetic as a kid that can’t stand still.
We developed a brand identity, design system and launch event in Chicago that combined the energy of healthy kids with cues from the First Lady’s office.
The core of the identity is a stylized flag, rendered in motion, much like a kid would do. Every element is designed to inspire fun and energy.
Developed in collaboration with Wolff-Olins.
The program was launched in Chicago, Michelle Obama’s home town, with Nike athletes, pop stars, and thousands of kids in attendence.
We designed t-shirts as giveaways for the kids, using the elements of the identity. The stage and the experience was a strong brand expression of the Let’s Move brand identity.
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