Brand Assessment, Positioning & Design
Strategy & Target Audience Analysis
Logo-Design & CI/CD Manuals
Movement Sciences envisions a world where mankind enjoys lifelong movement. With their Pegasus Spine mobilization device, they provide personalized spinal rotation treatment based on artificial intelligence, enhancing movement and relieving pain.
Movement Sciences was struggling with a limited, reduced brand and presence in their market. We were tasked to analyse and assess the brand and generate a new strategy and identity that matched their innovative product and important work that the Movement Sciences’ team does. Through our FS Parker brand assessment and a series of client workshops, we defined the four key target audiences and explored how to communicate to each. It was imperative to retain credibility for the science and technology behind the product yet ensure that we remained approachable and sensitive with focus on the patients.
We developed the brand CI to include a fresh, modern colour palette, along with typography and an image world that supported the brand messaging and focused on the patients. The brand photography was refined to include people in motion, in nature or enjoying time with loved ones – Movement Sciences’ ultimate goal to ensure lifelong movement. An element of motion was added with images ‘framed’ across two moving panels – referring to the wings of the Pegasus Spine device.
The result is a dynamic visual brand that reflects the innovation and technology of the Pegasus Spine device, yet is warm, trusting, and approachable for patients and their families.
Looking at key messaging and keeping the most important information at the forefront, we worked in close cooperation with the Movement Sciences team to implement their new branding across their website.
In order for the newly designed brand to shine through, a completely new website was needed. Together with our partner RELATE, we designed and programmed the Movement Sciences website. We designed an engaging platform that focuses on a smooth customer journey by using clever interactive content and a clean structure.
We took on the challenge of addressing four very different target groups, balancing information across messaging whilst maintaining a clean look to so as not overwhelm the user. Our flexible and fast-paced approach meant the brand CI and web design grew side by side. One informed the other as adjusted and developed our brand guidelines to best suit the needs of the digital platform.
The new Movement Sciences website took center place as the fresh digital face of the company, creating credibility for the passionate team behind the technology and attracting patients and investors to learn more about the life-changing benefits of their product.