Rebellion with Cause

After an international pitch process, Sail were selected as the agency to lead brand and creative for global movement IWeigh, an activist platform founded by Jameela Jamil. Since working with Sail, the movement has grown on social media from 600,000 followers to 1.2 million.

What began as an Instagram story shared by the actor in March 2018, in which she listed her achievements, quirks, likes and passions as opposed to her body weight – a staple of the women’s magazine image gallery – quickly caught the imagination of the online community and now has a global Instagram following of over 1 million.

What we did: Creative Workshops, Audience Insight, Positioning, Brand strategy, Tone of Voice, Brand Identity and Digital Manifestation.

They fight against oppression and conformity, disrupt the status quo and give a platform for their audience to celebrating diversity and promote self-love.

Our approach was to focus on the brand as a movement, making meaningful brand communications to reflect the new ways in which audiences engage both online and offline. We value authentic activism and radical inclusivity, and it’s been incredibly rewarding to devise the new brand for IWeigh as well as the current campaign I Will. It was important we created a strong brand that was dynamic but easy for the audience to own. The concept ‘Rebellion with cause’ reflects this and IWeigh’s ethos of inclusivity and positive activism. The typographic elements can constantly change and evolve to represent the world-changing issues IWeigh is tackling.

Through devising a core brand strategy, dynamic identity, messaging and tone of voice, the brand amplifies the movement and will evolve through time with it’s focus on user-generated content and building a community which is safe, radical and optimistic. The website by development agency Toyfight has put a further spotlight on the brand.

Jameela Jamil’s IWeigh movement, Erin Finnegan, Operations Director and Meg Ellis, Brand Director of IWeigh said: “We chose to work with Sail Creative largely in part due to their female-led team and clear dedication to social change through design. Their approach to working with clients is a fresh departure from the standard creative process, with bold graphics and strong concepts and messaging, they developed alongside our team reflects our mission effortlessly. It has furthered our impact on a global level, reaching more audiences and strengthening relationships with world-known brands. We love our updated brand and are proud to have Mandy and Sail as a part of our story!”

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