Identified three interdependent pillars — fitness, community, and rewards — that feed into each other as a cycle. This led to a triangular logomark that captures movement and energy while communicating the 'A' in Actifit and AFIT.

Iterated from early sketches through 3D coin renders to final vectorized forms, prioritizing sleekness and scalability across tiny icons and large applications. Adjusted the brand red for better contrast and legibility at small sizes.

Shifted the landing page away from a fitness-first framing toward the idea of earning rewards from casual everyday activity — walking the dog, going to the store. Modeled 3D illustrations to bring warmth and approachability to the hero section.

Redesigned the step tracker to surface motivational messaging, daypart activity breakdowns, and simplified weekly progress — fitting more information on screen while reducing visual clutter. Extended the identity to a text-heavy profile page to stress-test the system.