FLIP is a fitness rewards app — show up, log activity, earn rewards. The challenge was twofold: design a brand that doesn't sit in the predictable fitness app aesthetic, and design a product flow that makes the rewards loop feel genuinely earned rather than gimmicky.

We led brand identity and product design across the platform. The brand system leans away from the bright primaries and aggressive type that dominate the category — instead leaning into a system that feels closer to a lifestyle product than a fitness tracker. Considered type, confident colour, and a tone that respects the user rather than gamifying their behaviour.

The product UI followed the same principle. Clean activity logging, clear reward states, and an onboarding flow that doesn't ask users to commit to anything before they understand what they're getting. The system was designed to scale across the core app, partner integrations, and future product surfaces as the platform grows.

In development with launch ahead.