The Transform Awards Europe have been celebrating the transformative power of branding and rebranding for the past twelve years. The awards reflect agency and creative teams exhibiting exemplary work in brand strategy and development.
At Gather, we were delighted that EXi, formally iPrescribe. was recognised amongst the elite across Europe.
EXi is an award-winning app created by elite sports physiotherapists, targeted primarily at people with chronic conditions. Gather were challenged to create a brand which empowered a wide range of people to take responsibility for their own health, leveraging the tailored experience that the app provides and utilising the technology available. The goal? To be the go-to app for those managing their own health and for health providers to prescribe exercise.
The strategy was based around achieving balance between the wellness, lifestyle, health and fitness sectors, communicating authenticity and reliability.
The EXi name was born out of the idea to ‘exercise intelligently’. The brand demonstrates innovation through its clean and modern look and feel, and approachable tone of voice while the logo itself literally shows the ‘I’ transforming to subtly reinforce the message of change.
“EXi is an immediately engaging, approachable brand which instils trust. It has achieved a strong, user-friendly presence, attractive to an extremely diverse audience and implements clear, concise messaging and design across multiple digital platforms”
Emma Hodson, Brand Director, Gather
The brand transformation results reside in the accessibility and engagement. The success of the brand positioning opened the app up to new markets – members of the public who weren’t suffering from the chronic illnesses (which the app was originally designed for) but wanted to improve their general health, and corporate wellness.
“Working with Gather has been transformational for EXi. They provided a clear identity for us, they helped us to establish a strong purpose and then they helped to bring the whole thing to life with some incredible visuals and ideas that we will be able to utilise for many years to come.”
“By softening our image and creating a direction, it has helped us to widen our reach and approach new markets – our new look was received incredibly well and is worlds apart from where we started from.
Almost immediately after launching EXi, we signed with one of the leading local authority gym providers in the UK, providing access to 350k members.”
Carron Manning, Co-founder and CEO, EXi
NHS approved and integrated with Apple Watch, the creation of EXi resulted in a cut-through brand which was uniquely positioned to support the public during the 2020 Covid-19 pandemic and continues to develop and flourish.
This year was challenging for many businesses but despite the set backs and uncertainty, it was a record year for the sheer volume of entries. Competition was fierce as many more organisations appreciated the value, and often necessity, of strengthening their brand.
“The changes Covid has brought aren’t just economic. We face a major recalibration of the way we relate to the brands, the businesses, the organisations that touch our lives. We have an unprecedented challenge ahead of us, but the work entered in the Transform Awards highlights, once more, the strategic insight and phenomenal creativity of the agencies and in-house teams.”
Andrew Thomas, publishing editor of Transform magazine and founder of the Transform Awards.
Congratulations to EXi on a well deserved commendation.
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