LAMBETH CAN MOVE
Move more, live more.
A community-led movement helping everybody in Lambeth get active.
Workshops
Naming
Brand story
Visual identity
Illustration
Website design
Website development
Brand launch
Project
The London borough of Lambeth stretches southwards from the Thames through many different communities. But health and fitness opportunities are not always shared equally. Lambeth Can Move is a public scheme, led by London Sport, to unite many local charities under one umbrella and transform participation in physical activity across the borough.
As a Lambeth-based business we were delighted to help the nascent project team define, design and launch the project.
Workshops and naming
It’s a collaborative scheme with multiple stakeholders, so group cohesion was key. We ran workshops to collect perspectives, define what makes Lambeth special, and co-create a name.
It was important that it didn’t sound dauntingly sporty, and was simple enough to communicate clearly to those with English as a second language.
Insight
Think hyperlocal.
If you ask residents where they live, they are more likely to say ‘Brixton’ or ‘Clapham’ than the wider and more administrative ‘Lambeth’. So our solution had to be able to reflect each specific area as well as the whole borough, in order to feel authentic.
Identity
Our identity is built around the sharp bend in a capital L. We found the name fitted neatly inside an ‘L’ holding shape, with the full-of-potential ‘Can’ sitting in the corner where the direction changes, suggesting a twist, bounce or step. Turning it to a 20 degree angle makes it feel alive, not static.
The logo can also be combined with anyone else who ‘can move’, allowing it to be read in two directions. We gave each of the six pilot areas their own logo, too: so ‘Kennington Can Move’, ‘Norwood Can Move’, and so on.
Illustration
Looking at maps of the six pilot areas, we noticed how many of them resembled arms and legs around a central junction. So we created a set of simple figure illustrations, each one a direct tracing of the local area map, built only from extended L-shapes.
Between them, they resemble dancing, walking, stretching and even kickboxing. They can be used freely across applications, with their map origins an ‘easter egg’ for locals in the know.
Testimonial
Fraser Allan, London Sport
Making it real
We wrote, designed and built a full website for the new brand, combining an activity finder, health advice, services for group leaders and a blog.
To make it easy for other groups to promote activities, we developed a full Canva toolkit, with templates and guidelines, designed for maximum flexibility.
Visit
Launch
The scheme was launched at an evening event at Brockwell Hall in September 2026, with community groups, health professionals and even the Mayor of Lambeth coming together to discuss new ideas to get communities more active.
As the project develops, we’ll be staying on board to keep building momentum.
