Movesgood Concept | Rosie Murray Designs

Movesgood
Branding Concept

Inspired by Movesgood's commitment to sustainability, I wanted to revamp their branding and take it to the next level. From social media content, to updated print, to new additions and changes to their airport store, no corner was left unturned in this fresh concept.

What I wanted to change/update:

Movesgood lacked a social media presence, despite being solely sold online
Include more digital promo in store - as the store is in the airport, catching peoples' attention can be hard, especially with something static
Make print more legible and logical - customers complained tags could not be read and prices were hard to find. Graphics also featured spelling errors and incorrect or misleading language
Use the logo more - customers often asked where they were as the logo was only outside and on tags

What I wanted to create:

Short form videos and interesting static carousels for social media
Video (and tvs in store) to catch the eye
More efficient print ads
A developed brand that kept it's natural and calm vibe at it's core
Collateral that was entirely logical and efficient - no random quotes or graphics that offered nothing

Moodboard

Luxurious

Effortless

Minamalist

Soft

While Movesgood had established branding, it felt limited and in need of expansion. Their early visual identity relied heavily on neutral colours and photos shot under artificial lighting, which detracted from the airy, natural vibe reflected in their statements and other collateral.

I introduced a richer colour palette and imagery featuring stunning natural landscapes as backdrops. Even without prior knowledge of Movesgood, these visuals conveyed an earthy, free-spirited tone that aligned seamlessly with the brand’s ethos.

A fresh, earthy-toned palette

Social media posts that are still neutral tones but are more eye-catching

An inspiring, fun photoshoot

While digital graphics are incredibly sustainable, and also effective in capturing the attention of people passing by, print graphics are more flexible. They can be exactly where needed - like on a table or above a rail.

I aimed to upgrade the current print graphics to better represent the visual identity. Previously, aside from lack of visual direction, there were spelling mistakes, phrases that weren't straight forward and random quotes.

Updated Graphic

Initially, this graphic just said 'Choose bamboo lyocell. It is good for you and our planet'. This isn't efficient, it doesn't sell or promote anything.

Now, beside the bedding, this graphic says 'Sweet dreams are made of this. Our best selling bamboo bedding is available here.' The background is of a popular colour of the bedding that is available.

Original Graphic (left)

While the right graphic was just a copy of 'Choose bamboo lyocell. It is good for you and our planet', the left graphic was somewhat relevant - a breakdown of the three available tshirts on that table. However, each shape wasn't connected to the name of the tshirt - Anna, straight fit; Olivia, oversized fit; and Cindy, longesleeve. There were also other tshirts on the table that weren't part of the graphic. Also part of this graphic was a discount offer. Hardly legible as it's hidden in the corner.

Updated Graphic

The left graphic highlights the tshirt offer that initially couldn't be seen. It's a great place to have the graphic, but it needed to be bigger and more obvious.

The right graphic is to highlight that this collection is new. 'It's cozy, it's autumn/winter - our A/W collection is available, and items on this table are part of it'. There are frequent travellers that stop by the store so this automatically pulls them in. Plus, consumers love something new.

Social media is no longer just pictures and captions. Having a layout - utilising it -, to craft cohesive branding is key.

A good description that triggers SEO readers and has a CTA is recommended by Instagram themselves.

Using icons that are recognisable for story highlights helps viewers find what they need instantly.

By using the three column grid, a banner can be created that highlights "this is really important"' vs. a singular post.

@movesgood_clothing:

It's no secret that our bamboo bedding is what makes the best night's sleep. But why sacrifice comfort for style? 💤

Our bamboo bedding sets now come in Seaside Blue - resembling ocean waves on a sunny holiday, a cold morning on the beach with the dogs, or the view from the window at afternoon tea 🛌

Available in all sizes on our website and in store now 🎋

734 likes, 416 comments

Creating social media content that felt authentic and natural was essential to the brand’s growth. Luxury clothing often carries a reputation for being closed-off and exclusive — but for Movesgood, the value lies in the quality and ethics behind each piece, not the logo on the label. To balance the premium price point, I focused on an authentic, human approach that makes the brand more relatable and accessible to a wider audience.

Taking this more authentic approach also instills a sense of trust. Movesgood is not as widely known as H&M, Hollister and other big brands. By giving over little pieces of behind the scenes (like the sample vault post) and explaining the value of the products (the bamboo into fabric post), consumers feel like they already have an investment in the brand before taking that step and shopping with Movesgood.

@movesgood_clothing:

It’s not magic — it’s bamboo 🎋

Ever wonder how our pieces begin? Here’s the journey from bamboo shoot to shirt on the hanger: an ethical, sustainable process that helps us deliver the best-quality fabrics for you ✨

Let us know — did any step surprise you? 👀

1.2k likes, 713 comments

@movesgood_clothing:

We let our staff take their top picks from the sample vault home, with one promise - send us pics of their fits 📸

From new colours to never-before-seen cuts, nothing was off limits.

Tell us below — which pieces would you like to see in our S/S 26 collection?

1.4k likes, 1.5k comments

Digital screens have two huge advantages that, for me, make it a no-brainer to introduce them to the store.

They're a sustainable alternative to printing new banners, leaflets and other printed material with each collection release, new dicsount, etc.
They allow motion and video, which is more likely to catch the eye of someone passing by. With the Movesgood stores being located in airports, it's common that people don't often have time to kill - they just want to get to their gate or go to whatever shops they know they need to get to. With something that catches the eye, it would make more people stop and look.

Each screen would play content from photoshoots with clothing being modelled, static images and any other relevant content that would contribute to the overall aesthetic and visuals of the shop. This would add a flow and momentum that the stores currently lack. As the base colours are light wood, having something like motion video and bright screens is needed.

This screen is behind the till and opposite the entrance and walkway of the airport.

These screens are inside the stores, focused on both catching customers passing by but also the customers already in store. They would focus more on showcasing the clothes on models - how they move, how they may be styled, and to showcase the collections fully and together.

Once a customer steps in store, they've already committed time and an open mind to what the brand has to offer. Therefore, they'll be browsing, approached by a sales associate - they'll be aware of sales, discounts and other hooks.

This exterior screen would focus more on getting customers in. It would show discounts, highlight best selling products, with showcasing of collections and products being a more background feature.

Original tags

One issue that popped up several times a day was that customers could not find the price on the price tag. As Movesgood had pop-up stores in several airports worldwide, their price tags often had multiple currencies. This seemed to confuse people as these currencies were all squashed onto one line and were in a small, thin font.

New tags

This new tag has a sleeker layout and doesn't rely on printed labels. It fits the brand aesthetic more while also solving the issue of readability.

Movesgood Branding Concept

What I wanted to change/update:

What I wanted to create:

Movesgood
Branding Concept