Vitality
2019 - 2022 Visual Identity.
2019 - 2022 Visual Identity.
ABOUT VITALITY
With more than 20 years of experience helping more than 20 million members Vitality's core purpose is to make people healthier.
Vitality is the leader in improving health to unlock outcomes that matter. By blending smart tech, data, incentives and behavioral science, we inspire healthy changes in individuals and organizations. Vitality brings a global perspective through successful partnerships with the smartest insurers and most forward-thinking employers around the world.
CORE PURPOSE AND VALUES
Our fundamental reason for being and our ability to prosper as a company is not about what we sell. It's about what we believe, and it drives everything we do. Core values are the fundamental beliefs of our organization. They support our vision, shape our culture and reflect what our company values. They are the essence of Vitality's identity.
Everything we do are anchored in our core purpose of making people healthier and enhancing and protecting their lives. Our vision is that changing lifestyle-related behaviours can positively change world health.
UNITING A SHARED-VALUE EXPERIENCE
Vitality is the world’s largest behavioural platform linked to financial services, and forms the foundation for insurance and financial services organisations to access Vitality Shared-Value Insurance.
A distinguishing feature of Vitality is the way incentives, financial and lifestyle rewards encourage people to make healthier choices a habit and shift behaviours associated with better health. These healthy behaviours have subsequent positive effects on insurers and society while it addresses the three key areas that have the highest potential to improve health over the long term – nutrition, physical activity and preventive screening.
OUR PERSONALITY
Above all, we want our brand to be motivational. No matter who we are talking with, our goal is that every interaction with Vitality feels exciting and filled with possibility. We also want our brand to feel clear in both message and design. It means we work hard to make sure language is clear and visuals feel spacious. We love simplicity.
Keeping our purpose and audience in mind, our tone should always come across as confident and sincere to attract and keep our reader's attention.
We are motivating:
When talking with people, we are not prescriptive. Rather, we are motivating. We want people to join Vitality because they are convinced that our program will benefit them personally and includes the added incentive of being rewarded for improving their health.
When talking with people, we are not prescriptive. Rather, we are motivating. We want people to join Vitality because they are convinced that our program will benefit them personally and includes the added incentive of being rewarded for improving their health.
We are a partner:
Health improvement can be achieved with our help. We are quick to acknowledge and reward efforts and achievements. Our tone should reflect that of a friendly partnership.
Health improvement can be achieved with our help. We are quick to acknowledge and reward efforts and achievements. Our tone should reflect that of a friendly partnership.
We are approachable:
We give suggestions, not commands. We talk with our audience as equals. We are not demanding, but rather act as an interactive health advisor who is not in any manner or form judgmental of others.
We give suggestions, not commands. We talk with our audience as equals. We are not demanding, but rather act as an interactive health advisor who is not in any manner or form judgmental of others.
We are intelligent:
We are trusted experts and passionate about good health with a driving desire to know all of the science behind it. We are always doing something new or trying something different.
We are trusted experts and passionate about good health with a driving desire to know all of the science behind it. We are always doing something new or trying something different.
VITALITY COLOURS
VITALITY GRADIENT
THE ICONIC VITALITY 'V'
The letter V of Vitality was slightly modified by rounding off and smoothing the corners. This then allowed the letter to be scaled up and used at much larger scales in both the digital, print and 3D installation formats.
By incorporating it into into the the design and having it interact with elements in an image it became the iconic V of Vitality and the recognizable symbol of the brand.
VITALITY NUMBERS
The inspiration for 3 lines that make up the Vitality number came from the Vitality Active Rewards progress rings, also synonymous with movement and activity tracking
across the majority of digital platforms and devices. These numbers we used as the hero percentage numbers within the design and as large graphical elements.
VITALITY ACTIVE REWARDS IS CHANGING LIVES
ACROSS THE GLOBE
ACROSS THE GLOBE
Following the incredible success of the South African Vitality Active Rewards programme, the model has since been exported globally. The ecosystem transcends cultural, market and language barriers, having been embedded across 40 Vitality markets, in over 150 partner programmes, impacting 30 million lives across the world.
The Vitality Active Rewards programme has received global recognition, with some of the world’s largest insurers embedding the Vitality Active Rewards ecosystem into their products. The programme earned Bronze at the 2020 Efma-Accenture Innovation in Insurance Awards.
VITALITY SALES BROCHURE
Each year Vitality would launch its new product update and offerings. For this we created the Vitality Sales Brochure, used by brokers as explainers and sales aids for their clients.
These would be designed landscape for both digital use, as interactive PDF and for standard print brochures.
Below are some R&D examples of various elements from the Vitality Brand visual identity, the iconic V, the Active Rewards progress rings, among others.
VITALITY BOOSTERS
Vitality Active Rewards members can select one of the booster benefits (Bike Booster, Fitness Device Booster or Shoe Booster) and run, walk, jog, cycle or gym their way to great cash backs - to help you pay off your new purchase.
With the Fitness Booster benefits members could get up to 75% cash back on a fitness device or they could opt for the Bike Booster where they would get up to 25% cash back on a brand new road or mountain bike. With the Shoe Booster members could get up to 100% cash back on a new pair of running shoes.
The look and feel featured the iconic Vitality V as well as the Vitality Active Rewards progress rings and the relevant booster type image. Incorporated into the design were the Vitality percentage numbers.
VITALITY 65+
With Vitality 65+ Vitality members 65 years or older can get exclusive enhancements to the Vitality programme to help them get healthier with age-appropriate activities such as enhanced screening assessments, relevant exercise goals and healthy eating.
A hand-drawn 65+ letterset was created to fit with the iconic Vitality V and act as an identifier for the Vitality 64+ programme and offerings.
VITALITY 100 MILLION PLEDGE
Vitality dedicated itself to making 100 million people 20% more active by 2025.
Vitality is committed to cultivating continual conscious movement globally to make 100 million people 20% more active by 2025.
VITALITY RUNNING WORLD CUP
The Vitality Running World Cup is an annual global running competition that is free to take part in, giving everyone the chance to represent their country - from wherever they are.
Starting on 5 March 2020, the Vitality Running World Cup was opened to everyone over 13 years old, whatever their fitness level, and aimeds to inspire a global movement in health. The goal is to encourage people to move more and get more active.
Every run was counted and the country with the greatest distance tracked in relation to their population size would win.
TEAM VITALITY GLOBAL CYCLING KIT
The brand-new, premium Vitality cycling kit has been optimally designed to help enhance comfort so that wearers can focus on what matters most – their performance.
Kits were also designed for the virtual space to be used in-apps such as Strava, in which members could showcase their unique kit designs.
VITALITY MERCHANDISE R&D
Additional R&D design works for the Vitality Running kits. Various executions were created to explore colour variations and how the iconic V could be incorporated and used as a hero graphic element.
VITALITY AND NETFLIX PARTNERSHIP
Following the incredible success of the South African Vitality Active Rewards programme, the model has since been exported globally. The ecosystem transcends cultural, market and language barriers, having been embedded across 40 Vitality markets, in over 150 partner programmes, impacting 30 million lives across the world.
VITALITY AND NIKE PARTNERSHIP
The Vitality Active Gear Nike benefit gives active Vitality members 75% off Nike performance footwear and apparel at Nike stores. Official Nike photographic material was supplied for this campaign.
VITALITY AND NIKE PHOTOSHOOT
Additional image was required for the Vitality + Nike partnership, so a comprehensive photoshoot was held in Cape Town, South Africa. Below are a few select images from the photoshoot.
VITALITY AMBASSADORS
They dreamt. They went. They conquered. Discovery Vitality Ambassadors include Caster Semenya, Chad le Clos, Kgothatso Montjane, Makazole Mapimpi, Tatjana Schoenmaker and Wayde van Niekerk, Lucas Radebe among others.
Supporting Vitality’s commitment to increase physical activity globally, these sporting icons are role models of physical endurance and performance.
Client: Discovery Vitality
Creative Agency: Røering Creative Kin | RCK
Executive Creative Director: Ivan Kirstein
Design Director: Marcel Buerkle
Design Director: Marcel Buerkle
Senior Art Director: Selina Singh
Senior Art Director: Koketso Masisi
Art Director: Hust Wilson
Brand Head: Carli Barnard
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