London Sport · B&D MOVES, with the London Borough of Barking & Dagenham
A whole borough trying to get moving, with no shared story
London Sport, working with the London Borough of Barking & Dagenham, wanted more residents moving, more often. Not another campaign for people to ignore, but something they would carry as their own. B&D MOVES is the brand we built together.
The problem
London Sport and the borough wanted to reduce inactivity, but the organisations, services, spaces and people who could make a difference were fragmented and unconnected.
See
A complex movement ecosystem with multiple organisations describing the same opportunity in different ways. The problem was not a lack of programmes. It was a lack of shared understanding and a single story the borough could own.
- System mapping
- Resident & partner co-design
- Stakeholder interviews
Shift
We reframed the whole thing, away from a top-down health message and toward belonging. A movement defined by the people in it, not the institutions behind it. One confident, flexible idea, MOVES, that any partner could pick up and any resident could feel part of.
- Proposition
- Brand strategy
- Shared language & framework
Build
A new way of understanding and activating an entire borough’s movement ecosystem: a shared identity, language and framework that brought partners together around one clear purpose.
- Visual identity
- Motion
- Website
- Campaign assets
- Partner toolkit
Move
A clearer foundation for partnership, communication and action. A health movement the whole borough could recognise and participate in.
- Partner rollout
- Toolkit training
- Ongoing activation
In their words
“Goodthing helped us build something people could believe in, not just something that looked good, rooted in place and people. I'd confidently recommend them to any council or public health organisation.”
David TinnionCOO, London Sport
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