Muuvr
Muuvr is an activity tracking and marketplace app that rewards your movements with ‘Muuvs’. We were approached by the founder Michael Hartweg and the marketing team to develop a brand that connects with the active community, energises their partners and clearly conveys the Muuvr personality.
We created a brand that is diverse, full of energy and lays the foundation for Muuvr to grow. In developing the brand we were guided by three core principles: movement, flexibility, and community.
A key element of the brand identity is 'the Muuv' — a signature graphic device, born from the logo, that can be used in a variety of different approaches. Whether as an image holding device, dynamic line interacting with photography or a subtle colour background, the Muuv enables the identity to feel unique and branded in multiple ways.
We developed a vibrant palette with a number of different colours that inject energy and a sense of modernity to the brand.
Community is at the core of the Muuvr brand; we created an identity toolkit that would foster that sense of kinship, would inspire, motivate and add energy to any activity. The identity extends across social content, email marketing, and the Muuvr app, using the Muuv to energise graphics and create distinctive branded image posts.
We tapped into influencer marketing and brand ephemera by applying the identity to print and brand collaborations. The idea of community feels encouraging and inclusive with the slogan ‘Join the Muuvment’.
To push the brand values further, we introduced a campaign that uses the primary typeface in a repetitive format to emphasise the effort put into activity, and how Muuvr rewards this effort with Muuvs.
