In a category built on aesthetics and unachievable ideals for women, we partnered with health and wellness brand Kic to transform women's relationships with health, wellness, and themselves. 

We began with a flexible brand identity inspired by their spirit, balancing bold and supportive values. Designed to be active and adaptable, it helps inform the expanding content library, energizes GTM campaigns, and connects communications with the in-app experience. 

We also rearchitected the mobile app and established a product design system to iteratively ship new features and improve the experience

And we’ve translated these learnings to a community-led content roadmap. In January (the biggest period for health and wellness), we bucked the trend of unsustainable resolutions and the ‘new year, new you’ mindset in favour of a friendly feel-good challenge.

And in winter, when everyone was feeling a little ‘mid’, we designed an experience to motivate them, without pushing them unnecessarily, across different levels to match their mood.  

All of this while producing over 1000 workout activities in the coloured environments the brand is now famous for.