MyFiziq Case Study

Getting a fitness app in shape

MyFiziq began life as a great technical achievement. With the ability to accurately measure and track changes to your body shape, MyFiziq seemed like an obvious tool for fitness freaks and gym junkies. But our research and intuition uncovered a huge opportunity amongst a wider audience that was more generally interested in health and wellbeing.

The implications were significant and led to, for example, a complete re-imagining of the app’s UI design to broaden its appeal.

MyFiziq logo animation

Taking inspiration from units of measurement, we crafted a bespoke typeface for the word mark. As primary applications for the app are online, we ensured the logo would work successfully in every digital environment without a degraded experience.

MyFiziq UI Icons

Alongside a more sophisticated colour palette we created a series of unique icons, utilised in the app onboarding, providing an engaging and seamless experience for users.

Our app UI aligns the visual identity with the functionality and principles of an easy to use the digital experience.


Previously defined by what it did, MyFiziq is now defined by what it’s for, sophisticated and smart, reflecting its purpose of health and wellbeing from the customer’s perspective.


  • Strategy
  • Visual Identity
  • Mobile App UX/UI