Tracka is a habit tracking app made for busy individuals from different walks of life who would love a fun, gamified experience that reads the inputs, and automatically shares insights and suggestions on what can be improved to feel & act more efficiently in all aspects of life. We needed to get live fast, so this one was done in a quick sprint format with simplified strategy & focused on core identity rather than a full-blown brand.

Brand Strategy (simplified)

Core Visual Identity

Logotype & Logomark

Set of paid ad creatives for activation

App UI revamp

Landing page design

Out of passion for running & living in high-performance mode, Charlie (tracka founder) came up with a simple but fun habit tracker app. He only had a few prototypes of the app itself, but no other means to present it to the audience. The pitfall is that there are plenty of habit tracking apps already.

Tracka wanted to take it step further - combining habits with journaling and AI insights. So that the tracking doesn’t stop at ticking boxes, but help users spot patterns in their behavior and understand what’s helping, and what’s getting in the way of their progress.

When approaching MVP projects, I use a visual brand questionnaire instead of full in-depth strategy workshop. This allows to save resource for when the goal is to validate the product first.

The strategy part is done over top-level business & audience questions over the initial discovery call, then moved straight into the identity decisions.

Logo style, color & icon references - to get feedback on which visual choices are preferred, which are absolute no-go, and why. This allowed us to nail down the initial direction and land on a selection of concepts that were strong to proceed with and expressed the brand energy.

In under 4 weeks, we were able to create a coherent brand language that represents tracka as a stand-out in the habit tracker app space, through its energetic, vibrant and fun personality. A tracker app that people would want to use and have fun with, instead of feeling like a chore.

We rolled out every single touch point required for launch - a revamped app UI, landing page funnel, setup of different paid ad creatives, and a completely redesigned onboarding experience to improve the signups.

In the first month, the app managed to get over 3,000 downloads on Apple Store exclusively.