The Challenge — Finding Clarity
MO set out to create more than a smart scale. Their vision was to change how people think about health altogether. The problem was that the original story focused too much on data and features, leaving out what people actually cared about: feeling better, staying motivated, and understanding progress beyond weight alone.
Health tech often makes people feel judged or overwhelmed. MO wanted to do the opposite. They needed a brand that helped users see health as a process, not a number.
The Strategy — Reframing Wellness
Through research and experience mapping, we uncovered three core audiences: fitness-focused users, family-centered moms, and expectant mothers. Each group had its own motivations, but all shared one common truth: they wanted confidence, not comparison.
Our strategy focused on redefining what the scale measures. Instead of weight, we emphasized progress, balance, and mindfulness. The brand’s message became a gentle shift from “tracking health” to “understanding yourself.”
We positioned MO as a partner in personal growth—an encouraging guide that helps people stay connected to their body and their choices, not a device that reminds them of what they lack.
Client
More Technology
Service
- Brand Positioning
- Brand Messaging
- Brand Identity
- Art Direction
- Photography
- Web Design
- Iconography
- Data Visualization
The Execution — Bringing Wellness to Life
We built a brand identity that feels clean, calm, and intelligent.
The visual system used soft gradients, natural light, and rounded geometry to reflect balance and human connection. The logo design and iconography centered around motion and flow, symbolizing the continuous nature of wellness.
Photography captured real people and real moments—parents, athletes, and everyday users—interacting naturally with the product. The website experience was designed to meet each persona where they are: quick, clear information for busy moms, deeper data insights for fitness users, and warm reassurance for those navigating pregnancy.
We also designed data visualizations that simplified complexity, helping users see trends and patterns without feeling overwhelmed. Every element of the brand worked to remind people that health is not about perfection but awareness.
The Impact — Beyond the Numbers
The refreshed MO brand transformed a smart scale into a lifestyle companion. It gave the company a clear voice and visual direction built on empathy, motivation, and understanding. By connecting technology to human behavior, MO now stands for more than just measurement. It represents progress, mindfulness, and a better relationship with personal health.
