Steadyonyourfeet

Taking the right steps for falls prevention

Client

South Tees Hospitals NHS Foundation Trust

Project

Steady on Your Feet Identity

Services

Brand Identity, Design, Art Direction, Web Development

Sector

Healthcare, Social Care, Health & Wellbeing

Taking the right steps for falls prevention

The Brief

We needed to create a visual identity and brand world that brought a consistent style and presence to the campaign. As well as needing to feel soft and welcoming, any visual and verbal identity had to be both legible and straightforward to understand for older age groups, while not becoming patronising or childlike.

Background

For many people over 65, falling is a common problem. Delivered in partnership with NHS trusts, local authorities and the voluntary agencies, Steady on Your Feet is an integrated strategy that reduces risks and ensures that falling is not an inevitable part of ageing. Through advice and resources, it equips people with simple tips to stay active, independent and safe.

The Solution

An all-new brand world was created, including a custom wordmark, illustration set, graphic icons and colour palette, to help present Steady on Your Feet as a simple but effective resource for falls advice and guidance. It was also vital to raise awareness and understanding of the issue by offering a fresh and engaging identity.

Taking the right steps for falls prevention

The Brief

We needed to create a visual identity and brand world that brought a consistent style and presence to the campaign. As well as needing to feel soft and welcoming, any visual and verbal identity had to be both legible and straightforward to understand for older age groups, while not becoming patronising or childlike.

For many people over 65, falling is a common problem. Delivered in partnership with NHS trusts, local authorities and the voluntary agencies, Steady on Your Feet is an integrated strategy that reduces risks and ensures that falling is not an inevitable part of ageing. Through advice and resources, it equips people with simple tips to stay active, independent and safe.

We needed to create a visual identity and brand world that brought a consistent style and presence to the campaign. As well as needing to feel soft and welcoming, any visual and verbal identity had to be both legible and straightforward to understand for older age groups, while not becoming patronising or childlike.

An all-new brand world was created, including a custom wordmark, illustration set, graphic icons and colour palette, to help present Steady on Your Feet as a simple but effective resource for falls advice and guidance. It was also vital to raise awareness and understanding of the issue by offering a fresh and engaging identity.

Steady on Your Feet logo.

Best foot forward

The custom wordmark features ‘walking’ feet that help Steady on Your Feet take a step in the right direction. Alongside the ‘feet’, a forward-moving ‘a’ adds a playful sense of motion and positivity. It purposefully doesn't feel too healthcare or public sector in a traditional sense; instead, the typeface helps to visually convey a serious message in a simple, down to earth and personal tone.

Steady on Your Feet dizzy illustration.
Steady on Your Feet house illustration.
Steady on Your Feet walking illustration.

Staying on the right lines

A flat, geometric style of illustrations perfectly matches the softness of the icons. Hand-drawn characters are purposely neutral and use a combination of line and fill to present a personal, friendly and natural look. A range of situations and environments work alongside written guides and tools to help illustrate advice. As with the wider brand world, these needed to be soft and welcoming, but not childlike or patronising.

Steady on Your Feet icon illustrations.
Steady on Your Feet custom font.

Accessible and simple to navigate

To help roll out the initiative online, we created an immersive website that built awareness of how to avoid falls both generally and within the home environment. Key advice is highlighted through bold type and page positioning, while intuitive interactive elements and an easy to use self assessment tool allow visitors to learn as they explore. With a wide target audience of varying ages and computer literacy, consideration had to be given to designing a site that was both accessible and simple to navigate. Clear call to actions combine with a simple menu structure to make navigation effortless.

Steady on Your Feet posters.

Power to the OAPeople

The tone of voice is crucial in securing engagement for any initiative. For SOYF, this means balancing an informal but informative feel. The spirit had to be positive, playful, and inclusive, yet be wary of being patronising or condescending. It’s ultimately about reassurance, empowerment and inspiring confidence.

Steady on Your Feet brochure spreads.
Steady on Your Feet pin badge.
Steady on Your Feet socks.
Steady on Your Feet social iPhone.
Steady on Your Feet sticker.