Turning a hardware-based health product into a separate software brand
About the project
Hume Health is a software health platform developed as part of the FitTrack ecosystem, designed to help users track body metrics and monitor their progress over time. It connects to a smart scale, allowing users to collect and view personal health data as part of their daily routine.
Operating in the consumer wellness sector, Hume Health caters to individuals seeking a straightforward and accessible way to stay informed about their health, without the need for complex tools or medical expertise. The product focuses on presenting personal health data in a clear and accessible format that is suitable for a general audience.
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Challenge
The consumer wellness space is crowded with hardware-led products that blur the value of health data. Hume Health needed a distinct, mature identity beyond the FitTrack smart scale, repositioning the app as a trusted, subscription-based platform ready to integrate with broader fitness ecosystems.
Our process
Our team followed a structured branding and website design process, focused on defining a distinct software identity and supporting future growth across product, marketing, and digital ecosystems.
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Results
The project delivered a cohesive brand and website foundation that supports Hume Health as an independent software platform. The new visual identity and web experience clarify the product’s value beyond hardware, helping position the app as a long-term health companion rather than a device add-on. With a scalable brand system and a conversion-oriented website flow in place, the client gained a clear framework for user acquisition, onboarding, and future growth.
Our approach
Our work focused on helping a software product step out of a hardware-led ecosystem and establish its own voice, presence, and acquisition logic.
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01 · Brand discovery & positioning
We analyzed the brand and competitive wellness landscape to shape a software-first identity prepared to evolve beyond smart scale–based tracking. Then we defined the target users, as well as their pain points, and clarified the brand positioning.
Deliverables
- Analysis of 3 competitors
- Moodboard with 5 visual concepts
02 · Visual identity design
Based on the positioning, we designed a visual identity that balances authority and simplicity while staying consistent across digital touchpoints. It included a logo, color palette, typography, and visual guidance for a cohesive brand system.
Deliverables
- 4 brand design concepts
- Adaptable logo system
- Marketing-ready assets
03 · Website design
We designed a conversion-focused website to support Hume Health’s transition to a standalone, subscription-based app. The scope included a multi-step health quiz and a sales page built to drive user engagement and personalized plan adoption.
Deliverables
- 5 website design concepts
- 25-screen health quiz
- Conversion-focused sales page
04 · Brand readiness & handoff
To support future expansion, we prepared a comprehensive set of brand assets and web components to support product updates. We also provided clear usage guidelines to help maintain consistency across all product and marketing channels.
Deliverables
- Scalable brand framework
- Usage guidelines
- Scalable design assets
Team
A cross-functional team worked in close sync, continuously adapting to new insights from classroom trials and robot behavior.
- 1 Project Manager
- 2 Brand Designers
- 2 UI/UX Designers
- 2 Web Designers
- 1 Front-end Developer
- 1 Back-end Developer
- 1 QA Engineer
Technologies
Our stack supported offline interaction, hardware communication, scalable content management, and smooth cross-platform UI.
Team
The project was delivered by a compact, senior-led team that worked closely on both brand and web directions from day one, reducing handoff friction.
- 1 Project Manager
- 1 Web Designer
- 2 Brand Designers
Technologies
Design work was created, reviewed, and validated within a single collaborative environment to support fast iteration across brand concepts and website flows.
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