case study

Background

MoreLife provides healthcare programmes to the NHS, transforming lives through proven weight loss and smoking cessation programs. MoreLife approached This Brand Works for a brand refresh to appeal to a digital-first audience.

 

“The Morelife brand now engages clients on an emotional level. We are doing something different, celebrating real people enjoying the things that they love. The response has been fantastic and is performing brilliantly on digital platforms.”
— Prof Paul Gately, Founder More Life
  • A collection of presentation slides showing brand guidelines for Morelife, including logo designs, color palette, usage instructions, core values, and examples of digital and print branding materials.
  • Open magazine or booklet with a colorful infographic on alcohol on the left page and a woman celebrating with her arms raised on the right page.
  • Open booklet with a smiling woman on the left page and program information on the right page. The woman has dark skin, curly hair, and is wearing a black top. The text on the left reads "More Confidence, More Health, More Energy." The right page has a header "Welcome to the MoreLife Specialist Weight Management Programme" and contains sections for practitioner details and terms of attendance.
  • Two polo shirts and two T-shirts, all with the 'Morelife' logo. The polo shirts are green with the logo on the left chest and blue on the back with a stylized 'M'. The T-shirts are black with the logo on the left chest in blue and white on the back with a stylized 'M'.
  • Collage of diverse people engaging in various outdoor and fitness activities, including stretching, drinking water, swimming, walking, hiking, stretching, jumping into water, playing at the beach, smiling, running, and dancing.
  • A woman in black leggings, white sneakers, and a pink jacket holds a jump rope in front of a pink wall. The text on the image says 'Morelife - The power to be more you' and 'More Confidence More Health More Energy', along with contact information and a website address.

    A Compelling Proposition

    Through research and workshops, we discovered that MoreLife's programs were not only improving people's health but also increasing their confidence and self-esteem, leading to positive life changes beyond the programs themselves.

    We developed a confident and personal brand proposition

    MoreLife: The Power to be More You.

    Health improvement programmes, based in science, built around you.

  • Open booklet with a smiling woman on the left page and program information on the right page, including terms of attendance and contact details.

    Emotional Connection

    We positioned MoreLife to emotionally connect with personal experiences, building trust and stand out in a sector that is often perceived as clinical, dull, and lacking representation of diverse body types and real-life people.

    We positioned Morelife as an enabler to living a better more fulfilling life- beyond losing weight.

  • A collage of slides from a branding guide presentation for Morelife, showcasing logo variations, color palettes, usage guidelines, value propositions, and branding examples on computer screens and printed pages. The slides include visuals of diverse people engaging in outdoor and fitness activities, mobile app interfaces, and graphical elements illustrating brand consistency.

    A fresh Look & Feel

    We created a dynamic brand identity, using a modern color palette, and carefully selected "body-positive" imagery. The refreshed visual approach breathes life into the brand, reinforcing its vibrant and confident character

  • A graphic displaying five values: Understanding, Caring, Expert, Accountable, and Personal, each in colored boxes with descriptions in white and black text.

    Aligning Values & Culture

    We also redefined MoreLifes’ company values, ensuring that the brand acts as a guiding light for employee performance and behaviours.

    This holistic approach ensures that every aspect of MoreLife's operations consistently reflect the brand's vision, fostering excellence in both client service and internal culture