Hart Studio partnered with Small World to help bring Baseline to life for their client, shaping a fitness app built around a simpler way to understand health data. The product combined activity, calorie burn, heart rate and other wearable metrics into one clear daily score called the Baseline Number. Hart Studio supported the brand, messaging, marketing site and mobile app UX/UI, helping create a platform that made fitness goals feel more realistic, social and motivating through teams, challenges and user health data.
- Brand Development
- Brand Assets
- Marketing Site [Laravel Statamic build]
- Mobile App UX/UI Design
- Nathan Hart Allen
The Baseline Number
At the center of Baseline development, was an assumption that health and fitness for wearable devices had become too complex. Some people liked tracking steps, calories, and heart rate in high detail. But just as many found it overall too much data to enable a good read on how healthy they are.
That’s where the Baseline algorithm came in, combining all of these metrics into one, easy to consume number that represents your health today, compared to what it was last week.
The Brand
From the beginning, we knew the Baseline brand needed to be fun and inviting for new users but also be capable of striking a serious tone for experienced health and fitness users who were looking for encouragement in their health journey. This led us to a mix of visual methods including lifestyle photography and animation on social and in-app messaging.
Everything centered around one question: What’s your Baseline?
App Store Preview
Selling an idea with limited space on the Apple App Store is not easy. We had to design an eye-catching display that stops the user’s scroll. We had to be aware of all the other fitness apps in the competitive landscape and how they presented themselves. Below features the first iterations of the app. New version app store previews are currently in development.
