Movement is an integral part of our lives, each and every day. From simple tasks to athletic feats, being in motion ensures we feel healthy and happy, whatever we take on. But for many people, pain gets in the way of what we want to do.

Hinge Health is changing the way people access and treat joint and muscle pain. As a digital solution for businesses, Hinge Health provides personalized and holistic treatment plans that address the mental, physical and emotional aspects of joint and muscle pain. A health tech startup now poised for growth, they asked BMD to design a brand identity that better reflects their belief in movement as a critical aspect of wellness. The brand needed to feel fresh and optimistic for those suffering from pain as well as direct and informative for the businesses they partner with.

The new Hinge Health logo features a symbol made from a continuous loop of motion, forming a lively and dynamic “H”. The typography, is clean with a kick in its step. Echoing the spirited gestures in the logo and type, a set of dimensional Flex Graphics weave in and out, using movement to highlight and complement text and images.

The colour palette is bright and warm and hard-working in the illustration and infographic style we developed to help communicate more instructional content. As part of this extended tool kit, the icon system continues the language of movement, inspired by the paths and the welcoming roundness of the logo and typography. Directing photography across studio and in-situ environments, we highlighted real people and diverse bodies all enabled by Hinge Health’s people and technology.

The messaging plays off the active and approachable tone of the visual identity and brings it to life through copy. The tagline BMD created is direct, galvanizing and communicates Hinge Health’s mission simply and powerfully — every body moving.