CheqUp provides medical weight loss programmes with 1:1 support. Operating in the UK’s burgeoning and highly competitive medical weight loss market, CheqUp had been running for a few years but the team felt the brand wasn’t matching their ambition for the business. While most of their competitors focused on fast fixes and medication alone, CheqUp wanted to highlight how different they were by placing equal emphasis on expert guidance, ongoing support, and sustainable change. The challenge was to create a brand and campaign that put trust and expertise front and centre to build trust in an increasingly crowded and scrutinised sector.
Developing the 'Journey Line'
At the heart of the refreshed brand is the ‘Journey Line’ a simple graphic device inspired by the ups and downs of real-life weight loss journeys. It visually signals that change isn’t linear, but with the right support, you’ll always be moving forward. The device became a versatile asset, used across digital, print, and packaging to reinforce CheqUp’s philosophy of long-term, supported change.
Supportive, relatable and stigma-free
We launched the new brand with the ‘Change Starts Now’ campaign. Designed to be supportive, relatable and stigma-free, it placed real struggles and relatable moments at the centre. Messaging moved away from numbers on scales and quick wins, instead celebrating energy, confidence and freedom as the true outcomes of sustainable weight loss. The campaign rolled out across digital, radio, and direct channels, building a distinctive presence in the category and making CheqUp’s expert-led approach clear.
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