The work.
Overview.
Fitcoin is a new and exciting way to gamify your workouts. Imagine earning rewards by competing with other athletes from around the world for real-world tangible prizes, discounts, or even personal training sessions. Fitcoin is a move-to-earn project that tokenizes players calorie burn in an immersive proof-of-workout RPG (role playing game) Web3 education through fitness and familiar tech. Simply put: Fitcoin is a revolutionary fitness application that pays you in cryptocurrency to burn calories. To compete, a user simply requires a simple fitness tracker such as an AppleWatch, Fitbit, Garmin, or Polar device. Complete the daily, weekly and monthly challenges and the top athletes will receive incredible rewards and performance enhancing NFTs.
The Fitcoin team found themselves in a precarious situation. After over a year of hard work, they were developing an app that would compete with some of the biggest players in the fitness industry. Their unique concept was to earn points simply by working out. However, Apple unexpectedly changed their terms regarding how users interacted with digital currencies like cryptocurrency and NFTs, effectively killing the project. Initially, we were brought in to assess the situation and potentially salvage the project. But as we delved deeper, we realized that there was much more we could achieve together. We embarked on a comprehensive rethinking of the project, aiming to enhance its efficiency in reaching athletes and retaining their engagement. To accomplish this, we underwent a full brand refresh and rebuilding of the app, its functionality, and overall strategy. This strategic shift allowed us to introduce Fitcoin to a wider audience than anticipated. Moreover, we executed this in record time by devising a simultaneous design and development process with aggressive feedback loops, ensuring seamless collaboration among all teams. As a result, we have cultivated a thriving community of thousands of athletes who are not only becoming healthier but also earning rewards along the way.
A scalable brand.
As Fitcoin expanded beyond physical gyms and into Web3, we teamed up with them to revamp their visual identity. Inspired by the belief that everyone deserves to be rewarded for staying healthy and active, we designed Fitcoin’s brand to reflect the personal nature of performance. Our bold lines, glowing effects, and powerful colors create moments of joy for users. The new logo serves as the brand’s anchor, with the “f” symbolizing movement. Since Fitcoin aims to be the first of many products and services, we wanted the brand to be scalable and purpose-driven to grow alongside Fitcoin.
One experience, two (very) different audiences.
For Fitcoin to succeed, it needed to appeal to both fitness enthusiasts and web3/cryptocurrency degens. For the fitness folks, we needed to create a brand that would appeal to the bright colors, ease of use, and trackable data that athletes are used to with their current app favorites. For the web3/cryptocurrency people, we needed to gamify the experience of burning calories to earn tokens which could be redeemed on the platform. We also needed systems to be built in place for onboarding each group of people and to have a welcoming and frictionless experience throughout.
Building together.
What began as a single project has grown into multiple tracks of work. We weren’t just working with the team at Fitcoin, but we also led progress reporting and sprints with the developers that Fitcoin picked for the project. Before we even started designing the apps or figuring out how to connect with customers, we had all our brand items, like our style guides and positioning, ready to go. Even then, we still encouraged working together and kept everyone on the same page to make sure we stuck to our main goal and didn’t get off track.
Press.
"Chris' standout quality was his ownership mindset. He didn't feel like a hired vendor; he took pride in the project and made it his own. The impeccable design added to his impressive dedication and was simply icing on the cake. His collaborative approach and expertise made him invaluable partners to Fitcoin."
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Please note that this portfolio is undergoing active updates and contains an extensive back catalog.
(Last updated: January 08, 2025)
