Talk to us about how your involvement with MAN v FAT first came about
I was involved in MAN v FAT from the start. Shan (Andrew Shanahan) called me with the idea and asked for a quick, cheap logo for an idea that probably wouldn’t go anywhere. Little did we know!
How did you work through the process to develop the MAN v FAT brand and its tone of voice?
The process of developing the brand was organic. The MAN v FAT brand started life as a digital magazine and a blog to help men lose weight. When Shan explained to me why he wanted to start MAN v FAT, I was in. I knew men who were battling to lose weight. I’d been down the pub with them. I’d lived with them. I got it.
We agreed that the brand should have personality. It should feature no-nonsense, simple design. Messaging that got straight to the point. And a tone of voice that was like your best mate. We’d tell it to you like it is, be compassionate and have a sense of humour.
My vision was for every piece of design to be focused and authentic. That’s why when MAN v FAT Football launched it was so important to me that we use photography of real players looking strong, confident, and showing off their skills. I wanted men to look at the imagery and feel connected and inspired, I wanted them to think, this is for me and I can do that!
Over the seven years I worked on the brand, and as the team grew, I had the opportunity to bring the brand to life across all media. From designing the MAN v FAT Manual, creating branded merchandise, to event design for the MAN v FAT Festival, designing for digital, and more.
How proud are you to see the MAN v FAT brand out there in the wider world and its part in telling the MAN v FAT story?
One of my goals as a designer is to work on brands, and with people, that inspire change. MAN v FAT changes lives and I’m proud to have played a part in that. And although I no longer work on the brand, I will always be cheering on team MAN v FAT.
One of the pieces of work I’m most proud of is a very simple piece of design, the weight loss certificate that is given to players when they hit a milestone of body weight loss. Each time I see a player post a selfie with their certificate it brings me joy.
Many of the brand’s values remain true to this day – why do you think MAN v FAT is such a success in supporting men to improve their health and wellbeing?
It’s more than football. It’s more than weight loss. It’s about community. Changing your behaviour is freaking hard and lonely (I once went on a diet to research for MAN v FAT project so that I could understand what it feels like). With MAN v FAT you aren’t alone. You are part of a team who have your back, will keep you accountable, and want you to win.
Sum up MAN v FAT and its community in three words
Brave. Bold. Belonging.
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