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Embody brand identity · product design

FemTechSeed13 / 27
Client
Embody
Category
FemTech · Digital wellness · Somatic movement
Scope
Brand strategy and naming, app UX/UI, onboarding, motion
Delivery
7 sprints

Fitness apps are full of extreme routines and intimidating visuals. Embody is for the women they leave out: busy mothers, women with a higher BMI, and anyone who wants to move without shame.

We created the name and a warm, soft visual world, an onboarding that tailors gentle somatic workouts to each woman's energy, and an interface that talks like a friend.

A complete brand and app experience built on comfort, dignity and personal pace, delivered in 7 sprints.

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  • The Embody wordmark in cream script over a butter-yellow and apricot gradient, with a phone showing 'It's your time, Sophia'The Embody wordmark in cream script over a
  • The Embody wordmark over a gradient of yellow, peach and rose on olive greenThe Embody wordmark over a gradient of
  • Embody: The main screenThe main screen
  • A phone and a laptop showing a 'Pick the plans that fit your energy' onboarding stepA phone and a laptop showing a 'Pick the
  • The Embody wordmark in cream script over a butter-yellow and apricot gradient, with a phone showing 'It's your time, Sophia'The Embody wordmark in cream script over a
  • The Embody wordmark over a gradient of yellow, peach and rose on olive greenThe Embody wordmark over a gradient of
  • The main screen: 'It's your time, Sophia' and a workout detail screen with Start WorkoutThe main screen
  • A phone and a laptop showing a 'Pick the plans that fit your energy' onboarding stepA phone and a laptop showing a 'Pick the
  1. The Embody wordmark in cream script over a butter-yellow and apricot gradient, with a phone showing 'It's your time, Sophia'
    The Embody wordmark in cream script over a

  2. 01 · The challenge

    Fitness has a pressure problem. Embody was built as the antidote.

    Embody is a compassionate wellness companion for women who feel overlooked by traditional fitness: busy mothers, women with a higher BMI and anyone looking for sustainable movement without shame.

  3. 02 · Strategy

    Comfort, dignity and personal pace

    We defined the complete identity and product experience around three promises: comfort, dignity and personal pace.

    Brand ideaWellness, but without pressure.

  4. 03 · Identity

    A soft, warm visual universe

    The name sits in a looping, hand-drawn script, set over gradients of butter yellow, apricot and rose against deep olive and cream.

  5. The Embody logo mark growing out of a pink
  6. The Embody wordmark over a gradient of yellow, peach and rose on olive green
    The Embody wordmark over a gradient of
  7. The Embody monogram drawn on a construction grid, beside a phone with the app icon
    The Embody monogram drawn on a construction
  8. The Bloom colour palette: butter yellow, rose and deep plum beside a gradient card
    The Bloom colour palette
  9. Embody brand guidelines: the wordmark, backgrounds and type on cream pages
    Embody brand guidelines
  10. The Ignite colour palette
  11. 'Wellness, but without Pressure' set in the brand typeface beside type specimens
    'Wellness
  12. A custom alarm-clock icon on a construction grid
    A custom alarm-clock icon on a construction
  13. A set of rounded line icons for the app's actions
    A set of rounded line icons for the app's

  14. 04 · Product

    An onboarding that listens first

    Customised onboarding questions tailor gentle somatic workouts to each person's energy level, so the first screens feel like a conversation instead of a form.

  15. Choosing an Emby character in the
  16. The main screen: 'It's your time, Sophia' and a workout detail screen with Start Workout
    The main screen
  17. Three screens: a short intro practice, a workout in progress and results
    Three screens
  18. Onboarding inputs for height and areas of discomfort, with a number pad
    Onboarding inputs for height and areas of
  19. The Embody welcome screen: the wordmark on a cream phone over yellow and rose
    The Embody welcome screen
  20. A phone showing a short intro practice with
  21. A list of workouts: breath-led awareness, wall pilates and a short intro practice
    A list of workouts
  22. A woman at rest beside the Workouts list: release and realign, pelvic reset, neck and shoulders
    A woman at rest beside the Workouts list
  23. A funnel screen, 'We got you!', and a limited-time offer with a progress chart
    A funnel screen
  24. A phone and a laptop showing a 'Pick the plans that fit your energy' onboarding step
    A phone and a laptop showing a 'Pick the

  25. 05 · In the world

    The same gentleness, outside the app

    Campaign and brand moments use real women, real light and the same soft gradients: outdoor boards, merchandise and film.

  26. A billboard under a blue sky: 'Wellness, but without Pressure' beside a woman's portrait
    A billboard under a blue sky
  27. A lit board on a concrete wall: 'Find Ease in motion, find Peace in stillness'
    A lit board on a concrete wall
  28. A peach Embody cap and a phone with the app on a wooden table
    A peach Embody cap and a phone with the app
  29. Embody stickers on a laptop and a phone in a leggings pocket
    Embody stickers on a laptop and a phone in
  30. A woman walking over rocks by the sea with
  31. A hand holding a phone with the Embody workout screen on a dark knit
    A hand holding a phone with the Embody
  32. A phone leaning on a tan leather sofa showing a workout
    A phone leaning on a tan leather sofa

  33. 06 · Impact & proof

    7 sprintsFull brand, naming and mobile app delivery

    100+Somatic movement screens and flows

    85%Onboarding completion rate in beta

    What this means if your audience feels left out

    People don't need to be pushed harder, they need to feel welcome. Embody shows how we work on that: a gentle name, a warm world and an onboarding that asks before it tells.

  34. A timeline: Branding and Product Design, delivered in 7 sprints
    A timeline

  35. 07 · Deliverables

    Strategy

    Naming, Positioning

    Identity

    Wordmark and monogram, Colour and gradients

    Product

    Mobile app UX and UI, Onboarding questionnaire

    Motion

    Logo and brand motion, Onboarding flow

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