Magym is a digital fitness platform built around structured programs, in a category that is both saturated and visually identical. Structure is the product's advantage and also its risk: a program looks like an obligation, and obligation is what people quit. I built an identity and visual system that makes the structure feel motivating rather than demanding, running from the logotype through the in-product interface to campaign materials.
CLIENT ▸ Magym
YEAR ▸ 2023
AREA ▸ Health & Fitness — Digital Platform, Consumer
AUDIENCE ▸ Platform User, Acquisition Channel
SCOPE ▸ Brand identity, visual system, UX design, campaign materials
SCALE ▸ 14 screens, 6 templates, 7-month engagement
ROLE ▸ Art Director (Freelance)
TEAM ▸ Led 2: 1 UX/UI designer, 1 web developer
PROCESS ▸ Category audit → positioning → identity and visual system → AI-assisted image generation → product and campaign application
YEAR ▸ 2023
AREA ▸ Health & Fitness — Digital Platform, Consumer
AUDIENCE ▸ Platform User, Acquisition Channel
SCOPE ▸ Brand identity, visual system, UX design, campaign materials
SCALE ▸ 14 screens, 6 templates, 7-month engagement
ROLE ▸ Art Director (Freelance)
TEAM ▸ Led 2: 1 UX/UI designer, 1 web developer
PROCESS ▸ Category audit → positioning → identity and visual system → AI-assisted image generation → product and campaign application
The Challenge
A saturated wellness category where every platform uses the same visual language
Structure as both the product's advantage and its liability: programs read as an obligation
One system covering the product interface and the marketing, without either compromising the other
A saturated wellness category where every platform uses the same visual language
Structure as both the product's advantage and its liability: programs read as an obligation
One system covering the product interface and the marketing, without either compromising the other
The Strategic Approach
Accessible over aspirational. The brand had to feel like a starting point, not a standard to meet
Energy through simplicity. Momentum from clarity rather than from volume
Built to adapt, so new programs and new content extend the system instead of straining it
Accessible over aspirational. The brand had to feel like a starting point, not a standard to meet
Energy through simplicity. Momentum from clarity rather than from volume
Built to adapt, so new programs and new content extend the system instead of straining it
Creative Solution
A distinctive logotype with bold, simple forms that hold at interface scale
A graphic language of clear structure, so a training plan reads as a path rather than a list of demands
One visual register across product, content, and campaign, so the app and the ad feel like the same brand
A distinctive logotype with bold, simple forms that hold at interface scale
A graphic language of clear structure, so a training plan reads as a path rather than a list of demands
One visual register across product, content, and campaign, so the app and the ad feel like the same brand
Scope & System
Visual system spanning 14 screens and the platform's training content
Campaign and acquisition templates on the same rules
UX design integrated with the identity, not applied on top of it
Visual system spanning 14 screens and the platform's training content
Campaign and acquisition templates on the same rules
UX design integrated with the identity, not applied on top of it
Deliverables
Logotype and brand identity
Visual system and graphic language
UX design and interface direction
Digital assets and content templates
Campaign materials
Logotype and brand identity
Visual system and graphic language
UX design and interface direction
Digital assets and content templates
Campaign materials
Role & Leadership
Brand Design Lead
Led a UX/UI designer and a web developer, so the brand shipped into the working platform rather than stopping at a guidelines document.
Directed AI image generation for the visual content, setting the prompts, the look, and the selection criteria so the output stayed inside the brand system instead of drifting.
The brief that mattered was tone. A fitness product can motivate or judge, and the difference lives in color, weight, and spacing long before it reaches the copy.
Brand Design Lead
Led a UX/UI designer and a web developer, so the brand shipped into the working platform rather than stopping at a guidelines document.
Directed AI image generation for the visual content, setting the prompts, the look, and the selection criteria so the output stayed inside the brand system instead of drifting.
The brief that mattered was tone. A fitness product can motivate or judge, and the difference lives in color, weight, and spacing long before it reaches the copy.
On The Work
In fitness, design decides whether structure feels like support or like pressure.
Most platforms in this category get the mechanics right and lose people on tone, which is a visual problem with a visual solution.
In fitness, design decides whether structure feels like support or like pressure.
Most platforms in this category get the mechanics right and lose people on tone, which is a visual problem with a visual solution.
Designed a distinctive logotype establishing a strong and recognizable visual foundation for the Magym brand.
Launching a platform that has to feel motivating, not demanding?
