Health & Wellbeing Tech
Arkeo
AwardBrand, app, web, and strategy for a Transform Award-winning wellbeing platform.
- My role
- Sole creative lead: brand strategy, iOS product design, web, social
What came of it
Best Visual Identity, Lifestyle & Wellbeing sector
Globally judged brand transformation award, won for this project.
Brand, iOS product, web and social from a blank page
Sole creative lead, with no other designer on the engagement.
The brief
A pre-launch wellbeing app with no brand, no product design, and a category full of pastel-coloured competitors. The target user was a busy professional who had already tried and abandoned habit tracking at least once. The company needed something to show investors and something to ship.
What I did
- Positioned Arkeo as a performance tool for people who'd outgrown gentle wellness nudges, and wrote the strategy the rest of the work hung off
- Built the identity from zero: mark explorations, a deep red and dark palette with green accents, type system, brand guidelines
- Designed every screen of the iOS app: welcome, three onboarding steps, sign-up, profile creation, home dashboard, profile
- Designed the daily score dashboard, a circular indicator showing real-time changes across mood, sleep, exercise and food
- Designed the web presence, the social identity, and the investor deck visuals
- Set the social content strategy and produced the template system the team ran it with
How it went
Arkeo is a wellbeing app that helps people track the lifestyle factors that affect their health and work performance, such as sleep, food, exercise and mood. I was the sole creative lead and owned all of it: brand identity, iOS app design, web design, social media identity and content strategy.
The job was to build a brand and product from scratch for a wellbeing app aimed at busy professionals who'd tried habit tracking before and given up. The category was full of pastel, softly spoken wellness apps. Arkeo wanted to feel more confident, darker and more direct, with a focus on performance.
I started with brand strategy. I named the tension between ambition and burnout, and positioned Arkeo as a tool that takes performance seriously. The visual identity came from that: deep red and dark tones with sharp green accents, bold type, and a mark with a clear purpose.
The app design followed the same logic. The daily score dashboard, a circular indicator showing real-time changes across Mood, Sleep, Exercise and Food, was meant to read like a cockpit display. Every screen gives users what they need in as few taps as possible, then gets out of the way.
The work won a Transform Award for Best Visual Identity in the Lifestyle and Wellbeing sector. It's still one of the projects I'm proudest of, because the strategy, brand, product design and social all came from the same creative direction.
Transform Award: Best Visual Identity, Lifestyle & Wellbeing