EMD UK, the national governing body for group exercise, wanted to launch a new digital platform that would help instructors better engage people who are less active. Developed alongside Sport England and This Girl Can, the initiative aimed to provide practical guidance, resources and inspiration that would encourage more people to take their first steps into group exercise.
The platform needed its own name, strategy and visual identity. It had to stand confidently on its own while complementing the wider This Girl Can family, creating a brand that felt approachable, optimistic and full of encouragement.
Heartbeat
Getting people moving starts long before the first class. For many, the biggest barriers aren’t physical. They’re confidence, motivation and the feeling that exercise simply isn’t for them. Reach Up was created to help instructors understand those barriers and discover new ways to connect with people who need a little more encouragement to get started.
The name reflects that shared ambition. It encourages instructors to reach for new ideas, new perspectives and greater understanding, while inspiring participants to reach beyond their own expectations and take their first steps towards a more active lifestyle.
That thinking shaped the visual identity. Bright colours, layered graphics and an energetic design system balance learning with optimism, creating a brand that feels educational without becoming instructional. Every element was designed to support conversation, inspire action and make guidance feel welcoming rather than overwhelming.
Impact
Reach Up launched with a distinctive identity that gives EMD UK a flexible platform for engaging instructors across the UK while sitting comfortably alongside the This Girl Can partnership.
A comprehensive toolkit and brand guidelines enable internal teams, trainers and instructors to create consistent communications across the platform, social media and educational content. Together, they provide a recognisable identity that supports EMD UK’s wider ambition of helping more people discover the benefits of group exercise through better-informed, more confident instructors.
