As exercise has evolved and customer needs have changed, Shapemaster needed to realign its positioning within the market to capitalise on new opportunities within the health and care sectors. This shift led to the development of a new healthcare brand identity, marking the next stage in the company’s evolution and supporting its ambitious growth plans. With a stronger focus on the active ageing market — a sector traditionally under-served by the health and fitness industry — the new brand positions Shapemaster at the forefront of improving health and wellbeing for older adults.
The project began with a brand workshop to define the organisation’s purpose, messaging and positioning. To retain recognition from the original Shapemaster brand, the established purple and grey palette was carried forward while introducing a new logo, typography and graphic language to support the strapline “Together in Motion.”
A system of “movement waves” was developed to represent the interaction between users and equipment, creating a flexible visual style that flows through typography, imagery and photography.
The new identity provides Innerva with a clear and confident brand that reflects its leadership in the active ageing market. The flexible design system supports consistent communications across digital and print, helping the organisation connect more effectively with partners, customers and users.
"I've had the pleasure of working with Rick on our recent company rebrand and his attention to detail and dedication from start to finish has been exceptional. Rick is a hugely talented creative and his development of our brand and ideas have ensured we have a wonderful new brand which will help us grow as a business and support our ambitions over many years to come."
Innerva introduced the Active Wellbeing app to assist users in monitoring, managing, and enhancing their health and wellbeing while using Innerva equipment.
Following feedback from Innerva users, we determined the app should include the following features:
User Data: Allows users to track daily metrics such as steps taken, calories burned, and heart rate.
Knowledge Base: A comprehensive educational hub offering videos and advice on fitness, nutrition, mental health, and other wellness topics.
Goal Setting: Enables users to set health-related goals, like increasing daily steps or exercising more frequently, with progress tracking and motivational reminders.
Personalized Insights: Provides data-driven analysis for tailored feedback and personalized recommendations.
If you’re working on a campaign, refreshing your brand, or looking for communications design support, I’d love to hear from you. Get in touch to start a conversation about creating design that informs, inspires and drives change.