Arkeo

Arkeo is a wellbeing app built to help people track the lifestyle factors that affect their health and work performance — sleep, food, exercise, mood, and more. I was brought in as the sole creative lead and owned the entire output: brand identity, iOS app design, web design, social media identity, and content strategy.

The brief was ambitious: build a brand and product from scratch for a wellbeing app targeting busy professionals who'd tried and failed at habit tracking before. The category was crowded with pastel-coloured, softly-spoken wellness apps. Arkeo wanted to feel different — more confident, more performance-oriented, darker and more direct.

I started with brand strategy: naming the tension between aspiration and burnout, and positioning Arkeo as a tool that takes performance seriously rather than offering gentle nudges. The visual identity came from that — deep red and dark tones with sharp green accents, bold typography, a mark that felt purposeful rather than decorative.

The app design followed the same logic. The daily score dashboard — a circular indicator showing real-time deltas across Mood, Sleep, Exercise, and Food — needed to feel like a cockpit readout, not a wellness journal. Every screen was designed to give users the information they needed in the fewest possible taps, then get out of the way.

The work was recognised with a Transform Award for Best Visual Identity in the Lifestyle and Wellbeing sector — a globally recognised prize for brand transformation. It remains one of the projects I'm most proud of: strategy, brand, product design, and social all coming from the same creative direction.