The Fitcoin team was in a difficult position. For over a year, they were working tirelessly on an app that would go head-to-head with some of the largest players in the fitness space. Additionally, they had a concept of earning points simply for working out. Then out of nowhere, Apple changed their terms on how users interacted with digital currency such as cryptocurrency and NFTs. The project was essentially dead in the water. We were introduced and brought in to initially take a look at what could be done to salvage the project, but quickly we both realized there was much more we could do together. We got started with rethinking the whole project and how we could reach athletes more efficiently and also keep them using the app for longer periods. After a full brand refresh and rebuild of the app, its functionality, and overall strategy, we were able to introduce Fitcoin to more people than initially expected. This was also executed in record time as we devised a system of designing and developing simultaneously which aggressive feedback loops so that all teams were in sync at all times. The result is a community of athletes in the thousands becoming healthier and earning rewards along the way.