The Physique Coach begins a brand new app that was created with Koto and Ustwo
Back in May, we wrote about how Joe Wicks became the country's PE teacher during the first few months of the national lockdown. And when a second ban fell on England last month, Wicks was not only there with his 30-minute PE sessions every day, but also released a new YouTube series to encourage us to exercise. The Body Coach brand has created a space of relentless energy and determination and continues to thrive in a time when movement and movement were the only light for many in a very dark year.
To increase this space, the Body Coach has just launched a new app that offers a tailored approach to fitness and nutrition. "It's for the people who want to take their journey to the next level," says Nikki Wicks, COO and Creative Director at Body Coach (plus Joe's brother). "One of the main features is that we tailor the meal plans to each user so that they eat just the right amount of food. We also give them a training plan with real-time workouts with Joe that suit their individual fitness levels – from beginners to advanced to advanced. "
The screenshots of the Body Coach app
To bring the app to life, Nikki brought in the design and technology studio Ustwo and the design agency Koto, who had already worked on the rebranding of the Body Coach at the beginning of the year. "It was critical that the work we did captured (Joe's) infectious energy, the positivity that made Joe his success," said James Greenfield, Creative Director and Founder of Koto, of the key features of the rebrand. “So we used the brand's bright colors and then added a graphical layer built on top of it, with each element feeling like it was moving. From a logo that is active, warm, and accessible, to a graphic language that uses “white” (the active lines used in animation and comics to denote movement) to typography that doesn't just is a normal cold font. "
When it came to the app, Koto knew the brand would introduce this item separately, so the team secured the key visual elements of typography, color, illustration and iconography were created along with everything else to maintain consistency. "When we work on brands like these, we want three results: First, something that is true, a brand that represents the experience of working with Joe and the 90 Day Plan, ”says Greenfield. “Second, something special – Joe is a hit because he stands out in an often boring world and the brand had to do the same. After all, the Body Coach community will be using this app every day (we hope) so we want it to get better over time. It also needs to grow along with Joe so that he creates new content and new partnerships that the brand is developing with him. "
The Body Coach logo from Koto
Logo formula for The Body Coach by Koto
Font for The Body Coach by Koto
The Body Coach branding color palette from Koto
Although the Body Coach brand has existed online from the start, Nikki brought in Ustwo to develop the app and create the best possible digital experience. “When the letter first came to us, we were already Body Coach fans. A few people in the studio had firsthand experience of the 90 Day Plan and how it had changed their lives. The opportunity to go digital for this high performing mechanic, currently delivered through a mix of downloadable PDF and YouTube videos, was huge, ”said Helen Fuchs, Design Director at Ustwo London.
According to Fuchs, the project was more than the product for them, as it was also about creating a sense of longevity. "We have been working to develop a business model and offering for now and for the future. We have created the back-end system for Support Heroes to manage subscriptions and a website to communicate mission and vision," says you. "We'll also help Joe build his digital skills."
The landing page of the Body Coach app
A central challenge of the app was to translate Joe's positivity and inclusivity into app form. “Visual fitness identities often continue this industry focus with high-gloss images and a sharp feel. Joe represents something completely different, a friendlier, more comprehensive approach to eating and exercise. Koto reflected this in their friendly identity and we went one step further within the product, ”says Fuchs.
“Our product focus was about creating an app that represents a source of energy for people – a feel-good battery that is always with you. We wanted to restore the feeling of you being with Joe. It's totally contagious – whatever you put in, you'll get it down in buckets again. This added to the feel of the app, we got rid of sharp lines and instead introduced softer, more bouncy curves. We used the lines of energy brought in by Koto to pull people down through the experience and screens. The little bar loaders and animations add excitement to get started. "
In addition to the visual elements, changes were made to the language used and the specific actions in the app, according to Nikki. "At check-in after each cycle, we ask users to let us know their progress. However, we have shifted focus away from weight loss and we encourage users to let us know how they are feeling. If they have more energy, they have slept better "Do you feel happier? We want people to associate exercise and diet with feeling good and not just looking good," he explains.
The app will be full of content for users, but beyond that, everyone involved hopes that the app will provide motivation and space to transform both physical and mental health.
"I like some of the features in the app, but the design was so important to me that this product felt fun and accessible," says Nikki. “The rebranding work that Koto did for us really captured Joe's energy perfectly and Ustwo did such an incredible job bringing everything in the digital experience to life. We can't wait to share it with the world. "
thebodycoach.com; koto.studio; ustwo.com