Momentum Health Club is a community-led health and fitness platform built around the idea that staying healthy should feel social, welcoming, and sustainable, rather than intimidating or performance-driven.
I'm helping shape the digital experience across the design system, website, marketing material, event collateral, social media, and overall brand experience — creating a consistent visual language across every touchpoint.
Fitness experiences often feel either too transactional or too niche. People may want to become healthier but struggle to find a community that feels welcoming enough to return to consistently.
Momentum needed a digital experience that could communicate its community-first philosophy while making events, activities, and participation easy to understand.
I'm working across both the product and brand sides of Momentum. The process includes:
Before moving into polished interfaces, I explore different structures through paper sketches, wireframes, and user flows.
A major part of my work is creating the design system from the ground up — defining typography, colours, spacing, components, buttons, cards, layouts, and interaction patterns.
The goal is to make Momentum feel like one brand, whether someone encounters it through the website, an Instagram post, an event poster, or an in-person experience.