Research in 2018 revealed that 42% of the Geelong population didn't meet suggested levels of physical activity. Active Geelong set itself a lofty mission; to change this permanently starting at a community level. Facing a myriad of challenges expected of any "Start-Up", the most pressing of which was to secure funding support from the business community and bring together local government, GPs, health professionals, medical experts and other community groups. To do this, Active Geelong required a distinctive brand identity and a pitch presentation to give it the credibility it needed to sell its vision.
Fluid responded to the brief with an identity built around a suite of playful "active" characters. The approachable illustrative style and hand-scripted typography combined to deliver an easy-to-animate animated visual language, setting the foundations for an engaging social media presence. Fluid used a simple and clever tone-of-voice to create a series of memorable phrases such as "the movement movement", "for everybody every day" and "become a movement champion".
The brand launch was an overwhelming success. Active Geelong now has long term funding agreements with leading organisations such as Worksafe, TAC, the City of Greater Geelong and GMHBA. Over 90 leading businesses pledged to adopt Active Geelong workplace programs and established an advocacy group to network and spread the mission within the business community. A network of strategic alliances was established with Barwon Health, Deakin University, The Geelong Cats, and the Western Victorian Public Health Network. Which with Active Geelong's advocacy has led to 40% of GP's within the region now prescribing physical activity as a part of their patient's treatments.