BodyBuddy Brand Guidelines: An AI Fitness Brand, Case Study

BodyBuddy is an AI fitness app that replaces calorie counting with daily AI coaching calls. The positioning is simple: anti-tracking, pro-coaching, support over stress.

My job was to build the brand from the ground up. This case study walks through the identity and the guidelines I delivered, so the product looks as confident as its promise.

Quick facts

Detail
Client	BodyBuddy (AI fitness coaching app)
Category	Health tech / fitness
Timeline	Five days
Scope	Brand strategy, logo, color, type, guidelines
Tools	Figma, Adobe Illustrator, Notion

The challenge

BodyBuddy is built against a category norm. Most fitness apps push tracking, numbers, and a little daily stress.

The brand had to feel like a supportive coach, not a scoreboard. It also had to work everywhere, from the app UI to investor decks to social posts. That meant a clear, documented system, not just a logo.

The brand system

I designed a complete identity and wrote the rules for using it. Here are the core pieces.

Logo

The mark uses two mirrored shapes that support each other. It is a quiet nod to the idea of a buddy, a coach by your side.

Color

The palette is natural and energetic, not clinical. Deep green grounds it, while the lime and aqua bring the lift of a good workout.

Color	Hex
Deep Green	#004A40
Aqua	#00DB88
Neon Lime	#B1FD40
Sand	#f6f2ef

Typography

The type pairs Cabin and Rubik. Both are friendly and highly legible, which suits a coach that speaks plainly.

Brand application and rules

Guidelines only work if people can apply them. So I documented imagery direction, real application examples, and a clear do's and don'ts guide.

The imagery avoids sterile gym photos in favor of natural, vibrant scenes. Every rule exists to keep the brand consistent as the team grows.

See it in motion

Here is a short walkthrough of the finished guidelines.

The outcome

The guidelines gave BodyBuddy one consistent voice across every touchpoint, from app UI to investor decks to social content.

The result communicates the product's promise on sight: accessible coaching, without the calorie counting. This kind of brand work pairs naturally with AI product design.

Want a brand like this?

I build brand identities and guidelines for startups, often alongside the product and site. See my branding service, my full services, or get a fixed quote.