Brand Strategy and Identity Design for Health-Tech Brand

The project scope was to translate this mission into a cohesive brand identity that balances warmth, credibility, and modern digital fluency.

Fitalia needed a brand identity that stood apart from restrictive diet apps and one-size-fits-all programs. The challenge was to communicate both warmth and scientific credibility, and make nutrition feel approachable, flexible, and culturally inclusive, while still showing the rigor of licensed dietitian support and AI-powered tools.

I started by clarifying Fitalia’s core positioning: “Food freedom, backed by science.” I mapped out the ICP, extracted insights around their emotional triggers, and designed a tonal voice that blends conversational warmth with expert authority. Visually, I explored three mood board directions, then refined the identity around a balanced energy system that communicates optimism, growth, and inclusivity across digital and lifestyle touchpoints.

Logo System – logomark + wordmark with variations (horizontal, vertical, standalone)

Color Palette – primary and secondary colors with neutrals and accents • Typography System – headline, body, and UI hierarchy

Tone of Voice Guide – principles, do/don’t examples, brand values • ICP Insight Sheet – target profile, pains, triggers, money mindset, behaviors

Positioning & Brand Platform – mission, vision, promise, personality, values • Social Media Kit – branded templates and layouts

Pitch Deck Design – investor-ready slides with brand integration