vitality
research-based wellness brand
client
Becky Silton - WELL LAB, Loyola University
overview
Loyola University’s Wellbeing + Emotion lab conducts research with the framework to cultivate positive health and wellness outcomes.
Vitality is an app for mental and physical health that reflects a science-based understanding of wellbeing.
role
Creative Director, Designer
approach
Over 15 weeks, we built Vitality’s brand from the ground up.
Our approach started with diving into the client’s scientific research to understand the psychology behind their ideas. From there, we aligned timelines across UX research, development, and design to ensure a cohesive product. We explored three different brand directions, testing how each expressed vitality’s values beforeexpanding and applying the chosen identity across digital touchpoints.
awards
The team worked together intensely in a 15-week span timeline to research, brainstorm, develop product, and prototype.
behind the visuals
During the UX research process, the team presented an idea: how might we foster positive emotions like growing a garden?
This garden metaphor resonated with the client and became the foundation for the brand’s visual identity.
The garden-inspired assets draw from the complexity of emotions:
Emotions are dynamic, ever-changing, and often overlapping. Emotions are fluid, complex and layered.
We don’t want to box the users into a single feeling. Instead, these shapes represent the fluid, ever-changing nature of emotions.
