Evolve Biologix Brand Design

Evolve did not have any brand defined when I joined the team, so one of my first tasks was to define and establish the brand and apply it to all product and marketing efforts moving forward.

My Role

Serving as the Head of Design, I established the brand from the ground up—conducting market fit research, defined the brand archetype, and created the full visual identity, and built the company’s design system, Prana UI. and also designed the entire website and built it end-to-end using Strapi, Gatsby, and Tailwind CSS.

Objective

Create a brand identity for Evolve Biologix

A brand that resonates with users seeking emotional well-being, while clearly differentiating the company from both clinical mental health platforms and overtly spiritual wellness brands. The goal was to visually express the product’s unique value: a science-backed approach to inner transformation that feels approachable, uplifting, and deeply human.

Establish a brand persona

Most wearable brands focus on fitness or medical aspects, but I wanted Evolve to stand apart by embracing the spiritual—without feeling “woo woo.” The goal was to inspire “living your best life” while also challenging norms with a message of elevated consciousness. The Magician archetype, with a touch of Rebel, captured that vision perfectly.

Below are slides from my presentation to senior leadership.

Logo Design

In designing the logo, I wanted to incorporate elements that reflect the core of our technology and mission. Starting with the heart—both as a literal and emotional symbol—felt essential, given its central role in our work. I also aimed to express a sense of connection, whether social or emotional, and to convey flow or continuous movement to represent life as an ongoing process. As a final touch, I considered it a bonus if the letters “E” and “B” could be subtly included.

Final Logo

Two hearts intertwined create a clear E and B, and also represent two hearts connecting

Butterfly shape represents both emerging from a cocoon into your best self as well as the rhythm of the flapping wings representing the rhythm of the heart.

The flowing curves are also meant to hint at both a yin yang and infinity symbol

Conclusion

This brand and visual identity position Evolve Biologix distinctly in the gap between the mental health tech space and spirituality/holistic living space by balancing playful, whimsical elements with clean, medical cues. The result is a look and feel that stands apart from both traditionally clinical competitors and overly spiritual brands. The design is intended to inspire users—evoking a sense of possibility and the “magic” of living with greater awareness and elevated consciousness.