Health & Fitness App for All Bodies
The health and fitness app industry is very saturated, with almost 96% of users gravitating to only one fitness app.
I saw an opportunity to support female identifying individuals because:
• Strength, fitness and nutrition are a very masculine-dominated pursuit
• It is common to be self critical about their appearance instead of celebration
• There is a market to create a unique personalized health & fitness experience
Visual Designer, User Interface Designer
6 week timeframe to create branding and identity, high-fidelity screens, interactions, responsive design for marketing website, interactive prototype, and a style guide.
Design a cohesive visual brand language for a mobile-responsive platform and responsive landing page that reimagines how target users can find and engage with fitness recommendations and health plans.
Concept – Our Bodies are Wise
Style Tile Reasoning
The visual direction evokes a sense of meditation, softness and celebration.
• Brush strokes and organic shape patterns celebrate body shapes and sizes
• ITC Souvenir and Niramit are characteristically humanistic with retro personality
• The earth tone color palette echo the idea of renewal
• Rounded buttons and outlined icons support a transparent and gentle platform
The wordmark, "wisebody" is made of 2 different typefaces forming the word "wise" and "body", communicating the idea of harmony, where two opposites work together. A standalone abstract mark in the shape of an incomplete "B" accompanies the word mark, celebrating the curves of the human body
Final Logo Iteration
I adjusted the kerning and weight to the word mark and refined the abstract mark.
After designing the high fidelity screens, I asked 3 users who fit my target demographic about their experience and response using the prototype.
Key User Insights
2/3 felt the color palette was appropriate but lacked saturation
2/3 found the logo disconnected with the overall brand/unexciting
2/3 noticed the representation of various body types
1/3 brought up the cost aspect of using this app
1/3 suggested an option for those without a health condition
Lessons I'll carry along
Through the length of this project, I learned three things.
- Always listen to and contextualize user's feedback as objectively as possible
- Consistent design is possible when there's a system set up from the start
- Aesthetics is a good principle to strive for but striking a balance with functionality is also vital