All movement is good movement.
As a people-first and planet-first brand, GoodMovement is on a mission to make the world a happier and healthier place. We worked alongside brothers Kachi and Michael to realise their brand vision.
In a fitness industry associated with hefty gym memberships, complex equipment, and intimidating messaging, GoodMovement was born to cut through the noise and inspire a new generation to engage with fitness in a proactive and light-hearted way.
Looking to shift away from the unhealthy “fad, gadget-based, numbers obsessed” fitness mentality, founders Kachi and Michael invited us to create a fitting brand image that would highlight their holistic and inclusive approach to health and ‘good movement’.
Inspired by their natural and ‘less-tech’ ethos, we crafted a type-led visual language grounded in playfulness and nostalgia. At the heart of this system is the ‘G’ flower logo, representing growth and positivity, whilst challenging industry trends and stereotypes. Accompanying the symbol, GoodMovement’s logotype was created from a fun and flexible sans-serif; Grilli Type’s GT Flexa. Its approachable and welcoming character was a perfect fit for the project, with visibly-carved ink traps giving a small nod to ‘stretching.’ The rest of the typography maintains the brand’s nostalgic character, as supporting typefaces such as PangramPangram’s Editorial New draw from 80’s-inspired aesthetics.