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Brand Morphs For Michelle

Brand Morphs For Michelle

Wolff Olins New York has created the brand identity for Michelle Obama's Let’s Move Active Schools campaign. Nike, a partner in the campaign, approached the designers to develop an identity for the new offshoot of Let’s Move initiative, this one focusing on encouraging physical activity in schools. Designed in still and animated forms, the logo takes the 50 stars of the American flag as a starting point, morphing them into different shapes. The key to success, says the Wolff Olins team, is “tapping into kids’ psyche – they’re the ones that need to embrace and get motivated by the brand. The target audience is 8-12 year olds, so we worked hard to avoid being ‘child-like’ and focused on being ‘kid-powered’. Not teaching them, but getting them excited to take part … We captured that energy in the brand, creating something that can be broken into parts, played with, and joined up to represent a school, a community, a country.
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