Kilo: All-In-One Health Brand
Category
Brand Design
Client
Kilo
Date
May 2024
The Brief
Kilo is a self initiated concept for an all in one health tracking app sitting in the space between casual fitness and serious performance. The brief I set myself was simple. Build a brand that feels credible enough for dedicated athletes but approachable enough that it doesn't intimidate someone just getting started. Something with character.
My Angle
The K mark is built from geometric arrow shapes pointing inward. Forward momentum and precision, which felt right for an app about tracking progress. The colour system does the rest. Navy for weight and seriousness, sandy gold to stop it feeling cold, teal as the energy that ties it all together. The 3D isometric icon treatment was a deliberate push to give the brand shelf presence and make it actually stand out in an app store.
Real World Application
Outcome
The full brand system covers logo suite, colour palette, typography scale, iconography, social content templates and a brand guideline document. What came out of it is a brand that genuinely lives between those two worlds. It could sit next to Strava and not look out of place, but it wouldn't intimidate someone who just wants to track their steps. That balance is the whole point of Kilo.