The goal was to create a dynamic and engaging brand identity and digital experience for El Forma, a fitness application offering guided workout videos tailored to various fitness goals and levels. The project included designing the full brand system as well as the mobile app and website, all aimed at delivering a motivating, user-friendly platform for users to train effectively and confidently.

As the lead designer, I was responsible for developing the complete visual identity—logo, color palette, typography, and brand guidelines—as well as designing the user interface for both the app and website. The focus was on building a bold, energetic aesthetic combined with a smooth, intuitive user experience that supports video-based exercise guidance.

The result was a cohesive and vibrant brand that energizes users from the moment they open the app. The client appreciated the clear visual system, engaging interface, and functional UX that make El Forma accessible, motivating, and easy to navigate.