When MyCoach first ventured into the fitness tech scene, it quickly gained attention, not due to its visual appeal, but because of the impact it had on the fitness community. Spearheaded by fitness experts Lucy Davis and Ben Haldon, who brought their extensive knowledge and engaging personalities from their popular podcast, the app quickly became a favorite among those seeking personal training solutions. Despite its functional offerings, however, the brand lacked the visual identity needed to match the high-quality services it provided. It was clear that something was the warmth, the personal touch, and the sense of full-service care that defined the experience for users.
While the MyCoach app was undoubtedly a game-changer in the personal training space, it wasn’t communicating its essence effectively. The connection between its superior content and its visual branding wasn’t as strong as it needed to be. It was functional, but uninspiring. The app’s design and branding didn’t fully express the brand’s core values or reflect the dedication, energy, and friendliness that users found in the app’s services. Recognizing this disconnect, the team turned to Among Equals, a design firm known for its ability to breathe new life into brands, with the mission to realign MyCoach’s visual identity with its true spirit.
Founder Emily Jeffrey-Barrett quickly saw the opportunity to reshape MyCoach’s image into something bold yet approachable, something that would truly represent the brand’s mission. Even with its exceptional training content, its loyal user base, and the immense popularity of its podcast, MyCoach needed more than just a cosmetic makeover. The goal was a total transformation that captured the essence of what the app was offering, while maintaining a strong emotional connection with its users. It needed a fresh visual identity that was as genuine and intuitive as the app itself.
Redefining the Brand: A Core Concept Emerges
The catalyst for MyCoach’s rebrand was something as simple as the mobile phone, an object that has become synonymous with personal connection. It’s not just a device for communication serves as a diary, a lifeline, a gym companion, and, in MyCoach’s case, a personal trainer. This was the foundation upon which the entire redesign was built. The mobile phone is at the heart of the experience, and it was clear that MyCoach’s brand needed to reflect this intimate connection between the user and their fitness journey.
From this insight, the central idea for the rebrand emerged: MyCoach is a personal trainer in your pocket. This concept perfectly encapsulated the brand’s promise to its users, not just a platform for tracking workouts, but a comprehensive fitness companion that was always available. With curated workout plans, nutrition advice, and even podcast content, MyCoach lives inside the pocket-sized device that has become an essential part of daily life.
Among Equals embraced this concept in every aspect of the brand’s visual identity. Rather than merely emphasizing the connection between the app and the mobile phone, they subtly integrated it into the design. The rectangular silhouette of the smartphone became the inspiration for a host of design elementssoft, rounded typefaces, user interface elements that mirrored the shape of the phone, and photography that frequently depicted the app as being used in the user’s pocket during workouts. These thoughtful design choices created a cohesive brand experience that seamlessly blended form and function, making the app feel as approachable as it was effective.
This approach helped MyCoach avoid the typical pitfalls of fitness branding, which often leans toward harsh colors, intimidating tones, and overcomplicated interfaces. MyCoach’s goal was to serve everyone, from beginners to seasoned athletes, and the visual identity had to reflect that inclusivity. The brand’s mission was to make fitness accessible and enjoyable for all, which required a more human-centered and emotionally inviting design language.
A New Identity: Human-Centered and Approachable
Fee Walter, who led the design direction at Among Equals, articulated the challenge of rebranding MyCoach with great clarity. Many fitness apps tend to adopt a tone that is austere, aggressive, or overly masculine, which can alienate potential users. MyCoach, however, sought to present a different experience that felt gentle, welcoming, and personal. The redesign had to break away from the typical fitness branding conventions without losing the essential elements that users needed to understand how to engage with the app.
This reimagined visual identity was a dramatic departure from the often cold and impersonal aesthetics common in the fitness tech industry. It embraced softer elements, a richer color palette, and a vibe that made the app feel less like a daunting taskmaster and more like a trusted companion on a fitness journey. The logo itself was reworked into a subtle, simple shape that hinted at the idea of a phone peeking out from a pocket almost imperceptible yet significant detail that reinforced the core concept without being overly literal.
The result was a visual identity that was as approachable as it was functional. It was no longer just a fitness platform became a brand that users could connect with emotionally. MyCoach had successfully redefined itself as not only a tool for physical transformation but as a constant, accessible presence in users' lives. With the new branding, MyCoach now communicates its promise to be there for its users every step of the way, whether they're embarking on their first workout or pushing through their final rep of a grueling training session.
This subtle yet profound shift in visual identity has allowed MyCoach to carve out a unique space in the crowded fitness tech market. Rather than following the trends set by other fitness apps, MyCoach embraced a human-centered approach that placed empathy and accessibility at the forefront of its brand. The redesign was not about chasing the latest trend but about staying true to the values that set MyCoach apart from its competitorsintelligent design, emotional accessibility, and a commitment to supporting users throughout their fitness journey.
Through this thoughtful and strategic rebranding process, MyCoach has established itself as a beacon of support and guidance for fitness enthusiasts of all levels. Whether it’s offering expertly curated workout plans, valuable nutrition advice, or motivational podcast content, MyCoach is more than just an app. It is a personal trainer that fits right into your pocketalways there, always supportive, and always ready to help you take the next step in your fitness journey.
The Recalibration of MyCoach: A Shift in Fitness Brand Identity
The transformation of MyCoach's identity by Among Equals was far more than a cosmetic update; it marked a philosophical shift in the way the brand interacts with its users. At the heart of this change was a reimagining of how a fitness brand could speak, feel, and present itself to the world. The goal was not just to change how the brand looked but to fundamentally alter the way it connected with its audience. MyCoach’s rebrand wasn’t about shouting louder in an already noisy fitness market. Instead, it aimed to speak more meaningfully and resonantly. Among Equals understood that to build a lasting connection with users, the brand had to express a deeper level of authenticity and relatability.
In the fitness industry, many brands rely on bold visuals and aggressive messaging to inspire their audiences. Sharp lines, bold typography, and high-energy imagery are often used to convey strength and power. However, such designs can also create a sense of distance, making it difficult for users to relate on a personal level. Traditional fitness marketing tends to emphasize the ideal body and the performance of extreme physical feats, potentially alienating people who do not identify with such ideals. MyCoach’s approach was different. Among Equals recognized that a more intimate, welcoming voice was necessary that embraced the realities of the human body, with all its imperfections.
Instead of competing with other fitness brands by amplifying an exaggerated sense of strength, MyCoach sought to create a space that felt genuinely personal. The design needed to communicate this feeling of familiarity and warmth, rather than imposing a strict ideal. The phone, as both the medium through which the app is accessed and a symbol of modern connection, played a central role in this rebrand. Mobile devices are deeply integrated into people’s everyday lives, creating an environment that feels personal, intimate, and accessible. By designing with this in mind, the app became more than just a fitness toolit became a companion. From the shape of buttons to the way typography flows on the screen, every design element echoed the softness and tactile familiarity of modern mobile devices.
Typography and Visuals: A Reflection of Warmth and Humanity
Typography was one of the key elements in articulating the rebrand’s new direction. In collaboration with the type foundry Pangram Pangram, Among Equals selected PP Formula as the base font. This font, known for its sporty edge, was then customized to match the curvature and proportions of a mobile device, ensuring it resonated with the brand’s vision of accessibility and warmth. The final result was a dynamic, energetic typeface that felt alive without losing its human touch. It moved with a sense of vitality, perfectly capturing the active spirit of fitness while remaining approachable and inviting.
The design team wanted the typography to express energy and movement while also keeping the human element at the forefront. This balance between dynamic movement and inviting warmth was essential to ensuring that the brand didn’t feel too distant or impersonal. Rather than leaning on harsh lines or aggressive typefaces, the goal was to create a font that felt like it could almost speak to you directly. The subtlety of the design choice communicated an understated sophistication that was always approachable, never alienating.
Another crucial aspect of the rebranding effort was the role of photography. The imagery used in the app and marketing materials was deliberately chosen to reflect real human momentssweat, smiles, struggles, and small victories. This departure from the glossy, overproduced imagery commonly found in fitness marketing helped to create a more relatable atmosphere. Instead of showcasing perfectly sculpted bodies in sterile gym environments, the photographs emphasized authenticity. They captured people in the middle of their fitness journeys, embracing the imperfections and challenges that come with working out. By showing the app in everyday settingslike peeking out from under workout leggings or resting on a person’s shorts images conveyed that MyCoach is there for everyone, not just the elite or perfectly fit.
This honest, unpolished approach to photography was a powerful reminder of MyCoach’s core message: fitness is about effort, not perfection. The app’s design mirrors this ethos with subtle, elegant simplicity. The color palette is softer, with pastel hues replacing the harsh, high-contrast schemes often found in other fitness brands. The interface is designed to breathe, with plenty of space around elements to make the user experience feel comfortable and personal. By stripping away the unnecessary, the design ensures that the user’s journey is prioritizedthere is no clutter or over-stimulation. The minimalistic design creates an inviting space where users can take their time, grow at their own pace, and feel supported throughout their fitness journey.
Emotional Connection: MyCoach as a Companion
Perhaps the most profound aspect of the MyCoach rebrand was its focus on building an emotional connection with the user. The design was not only functional but deeply empathetic, designed to make users feel seen and supported. In a market where fitness apps often push the idea of constant hustle and extreme discipline, MyCoach invited users to take a more personal and balanced approach to fitness. The interface was designed to reflect this attitude. It was not trying to compete with other apps by pushing for perfection, but instead created an environment where users could engage in their fitness journey in a way that felt natural and sustainable.
The phone, as the central metaphor, was not just a design choice was symbolic of the connection MyCoach wanted to establish with its users. Just as people reach for their phones when they need somethingwhether it's a quick answer, an update, or a comforting wordMyCoach wanted to be that ever-present source of encouragement. The app’s design and overall experience were crafted to feel as though it was always there when the user needed it most, offering support, guidance, and reassurance.
In a crowded fitness landscape, where many apps focus on performance and achievement, MyCoach stood out by prioritizing emotional resonance. This focus on connection over competition created an atmosphere of trust and sincerity, allowing users to engage in their fitness journey without the pressure of comparison or unrealistic standards. MyCoach didn’t just want to help users achieve physical fitness aimed to support them in achieving a sense of well-being and balance that could be integrated into their daily lives.
This subtle yet powerful approach has allowed MyCoach to speak with authenticity in a way that other fitness brands have struggled to replicate. By rejecting the traditional fitness industry's reliance on high-octane visuals and messaging, MyCoach established itself as a brand that understands its users not as individuals trying to meet a perfect standard, but as people on a deeply personal journey toward better health and fitness. Through its thoughtful, empathetic design, MyCoach created an experience that feels like a trusted friend, always there to support, encourage, and help users grow at their own pace.
In an era where fitness brands often push for perfection, MyCoach has succeeded by emphasizing the importance of effort, growth, and self-compassion. Its design speaks to a broader understanding of healthone that celebrates progress rather than perfection and fosters a sense of connection over competition. The result is an app that is not only functional but also deeply human, with an emotional resonance that users can relate to, trust, and return to time and time again. This approach has made MyCoach a standout in the fitness app market, offering a refreshing alternative to the often impersonal, high-pressure environment of other fitness platforms.
Emotional Consistency Through Visual Identity
A brand identity thrives when it speaks with one voice across every touchpoint, not through strict repetition but through authentic resonance. For MyCoach, coherence was never about enforcing sameness. Instead, it blossomed from a living, breathing design ethos that echoes emotional consistency across all facets of interaction. Rather than impose a formulaic style, the team at Among Equals nurtured a visual identity that flows intuitively from shared values and emotional truths.
This emotional coherence reveals itself in ways both subtle and profound. The design system is not about alignment for alignment’s sake but about creating an unbroken emotional thread. From the moment a user opens the app to the instant they close it after a long session, the brand delivers not just usability but reassurance. The feeling of being seen, understood, and supported is woven into each interaction. Among Equals didn’t just craft a lookthey cultivated a feeling, one that stays with the user long after the screen fades to black.
Central to this approach is the mobile phone motif, which acts as both symbol and tool. It's not merely a device within the MyCoach ecosystem; it's an extension of the self. The phone becomes a companion on the wellness journey, quietly present during workouts, food logging, guided meditations, or reflective journaling. Its shape, presence, and visibility in both digital and photographic materials serve as a touchstone. The recurring visual cue of the phone in hand or pocket, subtly integrated into lifestyle imagery, reinforces the notion that MyCoach is always close, always accessible, always tuned in.
This consistency of presence builds emotional reliability. Every curve of a button, every rounded corner of an interface element, mirrors the physicality of the phone itself, subtly reinforcing familiarity. The idea is to make each interaction feel like a continuation of the last, even when the context changes. Whether the user is logging a workout, planning meals, or listening to wellness podcasts, they are met with a visual and emotional environment that feels unified. The result is more than an app; it's a seamless extension of the user's lifestyle, rhythm, and aspirations.
Color, Form, and Human-Centered Design
Color is among the most powerful tools for emotional design, and in the case of MyCoach, it plays an instrumental role in forming the emotional architecture of the brand. Departing from the high-contrast neons and aggressive tones typical of the fitness industry, MyCoach adopts a palette that reflects emotional warmth and approachability. Soft cyans, muted tangerines, and mellow violets are not only visually appealingthey communicate something deeper. These colors feel human. They disarm. They welcome users into a space that encourages honesty, self-reflection, and gentle perseverance.
Each hue has been chosen to lower the psychological barrier that many users face when approaching health and wellness platforms. The goal is not to intimidate but to invite. The palette supports a brand language that is emotionally intelligent and responsive to the needs of users who are not just seeking transformation but also acceptance. Whether someone is just starting their wellness journey or returning after a break, the colors convey calm, approachability, and subtle energy. They strike a delicate balance between optimism and serenity, progress and patience.
Iconography continues this gentle design philosophy. MyCoach avoids the sharp-edged visuals common among fitness competitors and instead adopts rounded, familiar shapes. Icons are not just functional markers but emotional cues. They guide the user with warmth, not command. Navigation feels less like following orders and more like receiving gentle nudges in the right direction. Every icon is crafted with softened terminals that suggest friendliness and care, transforming utility into a form of low-key delight.
Motion design brings an added layer of emotional depth to the interface. Transitions flow rather than snap. Microinteractions feel like quiet acknowledgments of effort. Subtle kinetic cues provide reassurance that the app understands not just input but intention. For instance, finishing a workout triggers a smooth, affirming animation, one that feels celebratory without being boastful. The rhythm of motion reflects the training philosophy of the brandconsistent, empathetic, responsive to pace.
This sensitivity to motion design reveals how MyCoach uses micro-moments to build macro trust. The interface doesn’t react for the sake of appearing modern or flashy. Instead, it moves in sync with the user’s tempo. In doing so, it turns routine interactions into experiences that are emotionally resonant. This sense of rhythm, combined with carefully considered visual transitions, makes the app feel alive, not in an artificial way, but in a way that mirrors human responsiveness and care.
Structure and discipline underpin all of this warmth. The visual softness does not come at the expense of professionalism. Grids are precise. Typography is clean, hierarchical, and unobtrusively authoritative. The layouts express a quiet confidence, projecting the kind of calm competence one expects from a seasoned coach. Among Equals achieved a rare balanced design that’s friendly without being casual, trustworthy without being rigid. This harmony of tone ensures that MyCoach maintains credibility in a crowded wellness market, while still standing apart as a brand that listens before it speaks.
Building Trust Through Resonance
Trust is the invisible currency that sustains long-term user engagement in the digital wellness space. MyCoach earns that trust not by overpromising or using flashy gimmicks but by remaining emotionally consistent in every interaction. Whether a user is streaming a mindfulness session, tracking meals, or simply browsing educational content, the tone remains the supportive, calm, and genuinely encouraging.
That emotional continuity is not accidental. It is the result of meticulous design choices grounded in empathy. MyCoach does not try to force transformation through aggressive motivation or unrealistic ideals. Instead, it focuses on the present self-user as they are today, not some idealized future version. This message is not delivered just through written content but through design itself. Every component in the interface, from button styling to transition speed, affirms the user’s worth in the here and now.
This coherence is not uniformity. It’s resonance. It means the experience feels harmonized without being monotonous. Across all brand touchpoints, from podcast thumbnails to workout timers, from customer service emails to onboarding screens, the emotional pitch remains aligned. This consistency builds subconscious trust. Users don’t have to question whether a particular part of the platform belongs or whether the brand’s tone has shifted. Instead, they experience a seamless narrative of care, expertise, and presence.
In a space where many brands push transformation through intensity, MyCoach speaks a different language of evolution at a human pace. This approach resonates especially with those who are often overlooked in the high-performance world of fitness branding. For users juggling busy schedules, managing personal challenges, or simply trying to build healthier habits without judgment, MyCoach becomes not just a tool but a partner.
This partnership is embedded in every detail. Even the photography used in MyCoach marketing reflects realness rather than perfection. Images feature people mid-effort, phones in hand, hair tousled, sweat visible. These aren’t aspirational stock models frozen in glossy poses. They are individuals in motion, in process, in progress. This visual storytelling reinforces the brand’s core message: wellness is not about the finish line but about the ongoing journey.
In this way, the design communicates something profound: You belong here. Not just the disciplined version of you. Not just the energetic or productive version. All of you. The tired days, the motivated mornings, the moments of clarity, and the ones filled with doubtMyCoach makes space for them all.
By encoding this message into the very DNA of its design language, MyCoach doesn’t just deliver a fitness app. It creates a sanctuary of self-improvement grounded in self-respect. Every curve, every color, every motion is an invitation to trust the process, trust the brand, and most importantly, trust oneself.
Redefining Fitness Branding Through Emotional Design and Purpose
In a saturated world of fitness platforms that shout louder and promise harder, the MyCoach rebrand quietly but powerfully disrupts the status quo. This isn’t just a makeover of visuals; it’s a meaningful shift in the entire philosophy of what a fitness brand can represent. Spearheaded by Among Equals, the rebranding journey unveils a new visionone rooted in warmth, intentionality, and authentic human connection.
While many fitness brands rely on intensity and spectacle to drive motivation, MyCoach offers a counterpoint that feels more honest and more attainable. The rebrand positions MyCoach as something profoundly different: a supportive presence rather than a loud motivator. Instead of presenting an aspirational ideal that feels miles away, it speaks to everyday people, making fitness a part of life that’s achievable and emotionally grounded.
Among Equals didn’t approach this project as a surface-level visual refresh. They treated design as an act of care, focusing on what users truly need rather than what they’ve been conditioned to want. This reimagining was intentional at every touchpoint, from the subtle color palettes that soothe rather than shock, to the copy that invites rather than instructs. The emotional clarity of the tone mirrors the kind of relationship users want with their fitness journeycompassionate, steady, and real.
At the heart of the rebrand is a simple yet powerful idea: fitness can be a space of safety, not pressure. This idea is embedded in every aspect of the user interface. Rather than a rigid layout or intimidating call to action, MyCoach now offers a gentle and intuitive experience. It encourages exploration rather than enforcement, meeting users wherever they are in their journey. That subtle shift transforms the platform from an app into a companion.
Photography plays a crucial role in reinforcing this message. Rather than heavily edited, stylized imagery of idealized bodies, the rebrand features real people in motionunfiltered, authentic, and relatable. This approach shatters the illusion of perfection that dominates fitness marketing and replaces it with empathy. It’s not about performative inclusivity; it’s about real people being seen, heard, and empowered in their skin.
Building a Brand That Reflects Human Truths, Not Just Aesthetic Appeal
The transformation of MyCoach is a powerful statement in how a brand can grow while remaining true to its original values. Davis and Haldon, the founders behind MyCoach, envisioned a fitness platform that was more than just functionality and features. They wanted something human, something continuous. This rebrand amplifies that vision, giving their philosophy a visual identity that mirrors the experience of using the product itselfgentle, evolving, and deeply supportive.
The new logomark encapsulates this sentiment with quiet brilliance. A subtle nod to a phone resting in a pocket, it captures the brand’s essence with quiet strength. It’s not flashy. It doesn’t demand attention. It’s a visual metaphor for the kind of support MyCoach offersalways present, never overwhelming. That sense of quiet companionship is a defining trait of the new MyCoach. It shifts the user's perception of fitness from a daunting daily challenge to a friendly hand guiding them forward.
Among Equals’ work speaks volumes about how they treated design not as decoration but as dialogue. From rounded UI elements that soften interactions to thoughtful micro-interactions that make every tap feel considered, the rebrand is layered in decisions that prioritize emotional comfort. Each design choice contributes to a larger atmosphere of psychological safetysomething desperately needed in a world where fitness often equates to judgment or comparison.
Perhaps the most meaningful takeaway from the rebrand is how it changes the relationship users have with fitness technology. MyCoach no longer feels like a demanding tool; it feels like a responsive friend. It adapts to your needs, your rhythm, and your goals. And in doing so, it redefines what progress can look like, not as a dramatic transformation, but as small, sustainable steps. This is a rare and resonant message in an industry dominated by intensity.
What truly distinguishes this rebrand is its deep coherence. It doesn’t just look good; it feels honest. It respects the user's intelligence and emotional complexity. There’s no pressure to compete or outperform. Instead, there’s a gentle reminder that fitness is a long-term relationship, not a short-term performance. The brand becomes a space for reflection, not just results.
A Flexible, Future-Proof Foundation for an Expanding Vision
While the visual and tonal elements of the rebrand feel understated, the strategic thinking behind them is anything but. The concept of "PT in your pocket" is not just a catchy phrase’s a powerful organizing principle that allows the brand to stretch and grow. This central idea supports MyCoach’s evolution across multiple dimensions, whether it's wearables, live coaching, or richer, more diverse content offerings. That elasticity is part of the brand’s new strength.
Unlike many rebrands that try to reinvent identity by replacing core ideas, Among Equals deepened MyCoach’s original purpose. The result is a brand that can scale without losing its soul. That’s an increasingly rare outcome in a market where trends tend to override truths. MyCoach can now move into new verticals, reach new markets, and engage with users in ways that stay consistent with its founding values of community, support, and accessibility.
This rebrand is not just about today. It’s about building something resilient for tomorrow. The clarity of its visual language, the flexibility of its voice, and the strength of its emotional resonance make it future-ready. It’s designed not just to respond to user expectations but to grow alongside them, adapting without fracturing.
Fitness brands often struggle with longevity because they rely too heavily on momentary trends. MyCoach breaks this cycle by grounding its identity in emotional durability. It’s not about hype; it’s about habit. Not about extremes, but about everyday strength. This shift makes the brand more than relevant, making it indispensable.
What Among Equals achieved is more than visual harmony. They created an ecosystem of care. They built a brand where every interaction, no matter how small, contributes to a larger sense of well-being. Users don’t just engage with a platformthey feel seen, understood, and supported by it. That emotional reliability is what will keep users coming back.
The story of MyCoach now becomes one of continued return. Each swipe, each interaction, and each decision made in the design process contributes to an environment that champions progress over perfection. It’s a space where people are reminded that strength doesn’t have to roar. It can whisper. It can wait. It can live quietly in your pocket, ready to accompany you whenever you're ready to move forward again.
Conclusion
The MyCoach rebrand stands as a testament to what is possible when design is treated not as surface-level polish but as a vehicle for human connection. By grounding its transformation in emotional resonance rather than aesthetic trend, MyCoach has redefined what a fitness brand can and should feel like. It's no longer just an app for workouts; it’s a trusted partner that supports real people navigating real life.
At the heart of this evolution is a quiet philosophy: fitness is not a performance, but a personal journey. MyCoach embraces users as they are, not as who they’re told they should be. This authenticity radiates through every touchpoint, from the softened visuals to the intuitive interactions, offering users a space that feels safe, inclusive, and sustainable.
Rather than amplify noise in a crowded market, MyCoach has found its strength in listening. By focusing on calm, clarity, and consistency, the brand builds not just functionality but long-term trust. It repositions fitness as a practice of self-compassion, rather than self-correction. This shift doesn’t just serve beginners or elite athletes; it invites everyone in between.
In doing so, MyCoach has future-proofed its identity. The brand’s emotional consistency allows it to grow without losing itself, to expand while staying intimate. And in a culture where digital wellness often feels transactional, MyCoach offers something rare: a genuine relationship rooted in care. It’s not just personal training in your pocket’s presence, patience, and progress, always within reach.
