Westminster has the highest life expectancy gap in the country for males, with cardiovascular disease a leading driver of health inequality across the borough. Healthy Hearts is a Council-wide campaign to increase uptake of NHS Health Checks and health support services, particularly among global majority residents and men aged 40–74.

Working across stakeholder teams, I developed the brand from scratch, including a logo built around an Olympic-style running pictogram, a bold all-caps sans serif (Obviously by Ohno), and a suite of interchangeable activity pictograms so assets could speak directly to different audiences. The colour palette features vivid red, orange, and yellow to create visual energy and urgency.

The EKG gradient line, echoing the aesthetic of fitness watches, runs through each poster and social asset, overlaid on figures with hands over their hearts, a visual language of protection and movement.