The research and strategy process for Fitquid was a real success, and so I’m sharing a sneak peak behind the scenes at that, as well as the concept and identity development – to provide a real sense of the work involved in the process.
The selected concept, featuring a monogram F, perfectly identifies FitQuid and conveys it key messages. It depicts a single line, the app user, joining seamlessly with 3 lines, representing a coming together as a community to reach goals. The 3 lines and the way they arch is also a nod to track and field circuits – as running will be one of the main activities featured and encouraged within the app.
Once we were happy with the shape and form of the monogram in b/w, we began exploring potential colour palettes. Green has strong ties to health, wellbeing and positivity, while blue also has ties to trust, team spirit and community. After exploring a range of options, we further determined the need for a vibrant, high contrast palette drawing on these colours – both to ensure better accessibility where these colours are used for text, and to inject a sense of energy, drive and motivation into the brand. We arrived at a palette that uses a 3 point gradient to blend the single line to 3 lines in the F monogram, but created a light version and a dark varient, again to ensure improved legibility.
Deliverables included the logo and identity files in various formats, business stationary, and a Pitch Deck.
FitQuid aims to help the UK’s aging population to remain vibrant and contributing members of society beyond the age of retirement. They use a gamified approach of challenge and rewards to motivate our users to become more active and lead a healthier lifestyle. Users earn digital coins by simply staying active and/ or completing personal/ public challenges. In short, users walk to make money! The users can then Spend the coins they have earned for the following: Shop for goods & services from a digital marketplace that is tailored for their taste and needs. Generate vouchers to shop in participating retail partners.
FitQuid’s main concern is the aging population’s physical & mental wellbeing. They make staying active in a natural and fun part of your lifestyle. They help users conquer loneliness by opening possibilities of meeting peers, coming together to create a healthy community of solidarity, acheiving goals together.