Live Products
Digimove
Brand Identity · Product Design
Context
A mobile learning classroom for rural Africa
A fitness app for women that turns exercise into micro-donations for the Atlas Foundation's Digibus, a mobile learning classroom for rural Africa.
The Atlas Foundation runs the Digibus, a mobile learning classroom serving rural communities in Africa. The goal was to create a fundraising mechanism that fits naturally into everyday life.
The brief
Turn an everyday habit into a contribution (without traditional donation flows).
The Challenge
How might an app combine fundraising, exercise, and community into one experience?
Two constraints shaped the direction:
Constraints
- Donation fatigue. Giving needed to feel indirect, not like another ask.
- Safety and isolation. Many women avoid exercising alone outdoors, limiting consistency.
The opportunity: make exercise safer through community, while translating activity into impact.
Brand Identity
Market the app and make the mission instantly clear
The brand identity was designed to do two things at once: market Digimove as an approachable fitness app and make the Digibus mission instantly clear, so users understand the impact behind every workout. A soft pastel palette keeps the tone friendly and inclusive, while a flexible logo system adapts across real-world touchpoints (from in-app UI to social posts and campaign materials) without losing recognition.
The brand identity focuses on a warm, energetic tone with vibrant colours and friendly typography to feel uplifting and community-first (not like a typical fundraising campaign).
Brand values
- Approachable tone: warm and community-first, not campaign-style fundraising.
- Soft pastel palette: inclusive and uplifting, distinct from typical charity aesthetics.
- Flexible logo system: adapts across in-app UI, social posts, and campaign materials without losing recognition.
- Brand personality centred on community and movement, not obligation or guilt.
Research & Discovery
What actually sustains behaviour
Three insights set the product direction:
Insights
- Community beats willpower. Group accountability drives consistency.
- Invisible giving works. Contributions feel easier when they're a byproduct.
- Progress motivates. Clear metrics make habits stick.
The primary user is an urban woman who wants to exercise consistently but feels uneasy doing outdoor activities alone. Motivation comes from community, visible progress, and a cause that feels tangible.
The Solution
Three core features carry the experience
1. Clubs & Community
Users join clubs and exercise together, earning badges and compliments for shared activities. This addresses safety by shifting workouts from solo to social, turning habit-building into collective momentum.
Clubs mechanics
- Group safety: shared workouts reduce the risk of exercising alone outdoors.
- Social accountability: club members motivate each other to stay consistent.
- Badges and compliments: visible recognition for shared activity reinforces collective momentum.
2. Digicoins
Every completed activity earns Digicoins, which convert into contributions to the Digibus cause, without asking users to donate directly.
Digicoins mechanics
- Activity → automatic micro-donation: every completed exercise earns Digicoins that convert to contributions automatically.
- No manual giving: users never see a donation prompt; the impact is a byproduct of something they already wanted to do.
3. Activities Tracking
The app tracks duration and performance to make progress visible. The same activity data also fuels the Digicoins mechanic in the background.
Activities mechanics
- Duration and performance tracking: makes personal progress visible and motivating.
- Same data feeds Digicoins: activity logs flow directly into the contribution mechanic with no extra step from the user.
Outcome
A brand and product system built around everyday impact
Result
Developed as part of a brand identity course, the project produced a fully designed brand and product system, from visual identity to core app features, that demonstrates how cause-driven design can turn an everyday habit into social impact without friction. The outcome shows that giving doesn't require a donation prompt: it can be a side effect of something people already want to do.