H&M Move
An activewear brand that moves with you.
H&M Move’s design system is built for motion, and to move people. A flexible identity that scales across digital and physical; communication and apparel.
Every aspect of the narrative is considered, from strategy and bespoke name & logo, vibrant colour palette, material icons, clothing tags, kinetic animations, photography, art direction, huge OOH across the major cities, store materials, even the introducing a custom Pantone colour. The collaboration extended to creative and art direction for hm.com product shoots, which featured models in movement, a first for the brand.
H&M Move's global campaign features fitness icon, Jane Fonda and top choreographer JaQuel Knight. Fonda praised Move’s democratising ethos of “getting the whole world moving.” With that, the campaign also featured real people, regular body shapes and a whole lot of stretching of limbs.
*Made with the folk at GentleForces.