Wisebody

Context

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

My Role

Visual Designer, User Interface Designer

Timeline

6 week timeframe to create branding and identity, high-fidelity screens, interactions, responsive design for marketing website, interactive prototype, and a style guide.

The Challenge

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 

Logo Concept

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

Desirability Testing

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