Pace My Energy
Translating a health tech app concept into a clear, usable brand system used by different audiences.
- Client
- Pace My Energy (Adrian Night, Founder)
- Role
- Brand Strategist + Designer
- Timeline
- 6 weeks, 2026
- Services
- Brand System, Messaging, Visual Identity, Application Layer
Overview
Overview
PACE is a product that helps people understand their energy capacity and how their body responds to everyday life. The goal was a brand that feels calm, supportive, and grounded while still holding clinical credibility.
The Challenge
The Challenge
Adrian had a strong mission, but turning it into something usable was the real challenge. The concept was clear internally but hard to communicate externally. Messaging shifted depending on context, there was no structure for how the brand should show up, and a traditional style guide wouldn't be enough. His clinical background added another layer: simplifying complex ideas for non-clinical audiences, communicating the product in fundraising settings, and adjusting the message for every audience.
"How do you translate a complex, human-centered idea into a brand people can understand, trust, and consistently apply?"
The Approach
The Approach
- 01
Define the Foundation
Purpose, personality, values, and tone.
- 02
Translate into Messaging
Plain-spoken, reassuring, never alarming, with reusable patterns.
- 03
Build the Visual Identity
Logo, color, type, and imagery.
- 04
Create the Application Layer
How the brand and messaging work across every key touchpoint.
The Solution
The Solution
The icon mark combines a structural "P" with a data-inspired circle, divided like a pie chart, so the mark itself reflects what the product does. It holds up at every size, from an app icon to a smartwatch face to a full desktop screen.
The brand was delivered as a Brand Identity System in Notion: the style guide plus an if-then logic layer that shows the team exactly how to apply the brand in real situations.
"A style guide tells you what the brand is. A system tells you what to do with it."
The Outcome
The Outcome
Complex ideas don't need more complexity. They need a system that makes the value clear. Adrian walked away with a brand that simplifies complex ideas for non-clinical audiences, communicates the product clearly in fundraising settings, adapts messaging by audience without losing consistency, and gives him and his future team a scalable foundation to grow from.
"It's one thing to have a vision. It's another thing for that vision to be materialized. That's where the value is."
Next Project
CHRISTUS Health System Profile →