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Why just create a website when you can start a movement?

Project stories / Movement for Modern Life

Power (and suppleness) to the people!

Yoga teacher and entrepreneur Kat Farrants wanted to find a new way to make yoga accessible for everyone. Her ambition was take yoga into people’s homes via a subscription website offering the best in filmed yoga classes, with each session led by an expert. The proposition was clear: instead of having to fit your life around a yoga studio’s classes, the classes come to you – wherever you are, whenever you want.

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Transforming an idea into a brand

Having met Kat early in the development of her idea, we helped her transform the project from a concept into a fully formed business with a powerful brand. She hadn’t launched a brand before and so we worked closely with her to explore and define target customers, proposition and personality.

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Creating flexibility

Keen to avoid the clichés so common in the yoga sector, we created a name, with copywriter Lisa Desforges, and an identity that had the spirit of a campaign enabling Kat to attract a core group of teachers and studios to bring her offer to life. And so Movement for Modern Life was born, complete with an inspiring manifesto developed with writer Jason Gormley. By talking about movement, rather than yoga, we differentiated the brand and gave it the flexibility to stretch beyond yoga in the future.

I was absolutely terrified at the thought of developing a ‘brand’. I had been advised it was important, but it seemed so intangible. Now so many people comment on the superb branding, and in hindsight I think it was money very well spent. You did a great job of enabling us to stand out from the crowd. Just what we asked for.

Kat Farrants
Founder
Movement for Modern Life
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Key services
Business and product development and definition
Brand creation
Brand strategy and identity
Naming
Brand style guide

Time for a change in direction

A little update from us at Fivefootsix. 

The fast pace of running Fivefootsix hasn’t given us much time to stop and properly think about the future. However, celebrating our tenth anniversary this year presented an opportunity to both reflect and to look forward. And, after a hugely exciting journey, we’ve taken the decision to bring our current agency operations to a close, allowing us to end things on a high, and turn our attentions to new challenges ahead.

Although we’re sad to say goodbye to Fivefootsix, we are also incredibly proud of what we’ve been able to achieve in that time, and the calibre of clients we’ve worked with. Brands like BBC Children in Need, Ben & Jerry’s, Birley, UEFA and the European Bank for Reconstruction and Development (EBRD), as well as our own projects, like The Art of Ping Pong, which will continue to develop.

Most importantly, the last ten years would not have been possible without the support of the hugely talented Fivefootsix team, both past and present.

Thanks to everyone who’s joined us on the journey and been part of that success. Hopefully we’ll have the chance to work with many of you again in the future.

If you can, please join us for some drinks at The Art of Ping Pong 2015 launch event, on November 5th at 7pm at the KK Outlet in Hoxton.

Algy & Mark

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