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Brand Strategy
Branding
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Web Design
Social Campaign
AI DesignMoove - Fitness App
Moove is a fitness and wellness app designed to inspire adults over 50 to stay active, connected, and confident. Built around the power of movement and community, Moove transforms exercise into a joyful lifestyle — one that celebrates energy, friendship, and progress at every stage of life.
The project’s mission was to craft a brand and digital experience that empowers, not patronizes. The visual identity combines bold, statement typography, warm vibrant colors, and dynamic shapes that symbolize motion and optimism — creating a look that feels modern, inclusive and full of life.
The Logo — A Symbol of Continuity and Movement
Moove’s logo captures the heart of the brand in one simple, fluid gesture. The two “o”s in Moove merge into an infinity symbol, representing continuity, progress, and boundless energy. It’s a visual reminder that movement never really ends — it evolves. For some, it means it’s never too late to start; for others, it’s about pushing your limits and seeing how far dedication can take you.
The infinity loop reflects the ongoing rhythm of wellness, the natural flow between motion and rest, and the lifelong journey of staying active. It’s not just a mark — it’s a mindset: keep Mooving, keep growing, keep going.
Color Palette — Energy in Motion
Moove’s color palette was designed to capture the vitality, optimism, and spark of movement. The brand uses bold, vivid tones that reflect both physical energy and emotional warmth — the kind of feeling you get after a good stretch, a long walk, or a shared laugh with friends.
Vibrant shades of electric coral, deep turquoise, and sunny amber create a visual rhythm that feels alive and uplifting, while soft neutrals and off-whites balance the palette, keeping the interface clean and accessible for the 50+ audience.
Every color choice was intentional: warm hues stimulate motivation and positivity, while cool tones bring calm and balance — just like a good workout. Together, they express Moove’s philosophy of active living with joy and clarity, making every screen feel energetic, inviting, and full of life.
Brand Strategy
Moove exists to help adults over 50 feel strong, confident, and connected — not through strict routines or fitness fads, but through movement that feels good and a community that makes it fun. It’s about rediscovering energy, joy, and purpose in everyday motion — whether that’s walking with friends, dancing in the living room, or joining a weekend event.
Where most fitness brands focus on pushing limits, Moove celebrates consistency, community, and small wins. It’s not about how fast or how far — it’s about how it makes you feel.
Moove turns staying active into a joyful, social experience
— because movement is more fun when shared.
Designing with Empathy
— Visual Interface & Accessibility
When designing Moove’s interface — both for the app and the website — one of my main priorities was respecting and understanding our audience. I wasn’t designing for digital natives; I was designing for adults 50 and up — a group that values clarity, simplicity, and trust over flashy visuals or complex interactions.
Instead of trying to impress with overly dynamic interfaces, I focused on making the experience feel effortless.
Every screen, button, and piece of text was designed to say:
“You belong here. This is easy. Let’s do this together.”
Minimal, Text-Oriented Design
The overall layout is clean, minimalistic, and text-first. I prioritized clear language, strong typography, and direct labeling over heavy use of icons or complex visual metaphors. Many design elements that are typically represented by graphics — such as charts, badges, and progress indicators — were translated into simple, readable text or plain progress statements.
This approach reduced cognitive load, avoided confusion, and allowed users to focus on what really matters: their progress and their community
Intuitive Over Impressive
I made a deliberate choice to strip away unnecessary visual noise. Instead of multiple color states, shadows, or decorative transitions, Moove uses a small set of consistent components with clear feedback states.
Typography does the heavy lifting — large, legible, and friendly. Colors are used sparingly, mainly to guide attention or communicate success and progress.
The result feels modern yet approachable — digital minimalism designed with empathy.
