Branding
Betterfly: Rebranding a wellness platform
How we redesigned the identity and experience of a habit app to communicate global impact from the first touchpoint.
Year:
2022-2023
Industry :
Wellness & InsurTech
Client:
Betterfly
Role :
Visual Designer
Context
Betterfly is a corporate wellness platform that turns healthy habits into donations to social causes. In 2022, the company went through a complete rebranding process: it needed to project an identity that reflected its purpose of global impact without losing the approachable, human tone that set it apart.
I was part of the design team in charge of this process. My role was to lead the creative direction decisions and build the design system, working alongside founders, product managers, and the development team.
The problem
Betterfly's previous identity failed to convey the brand's differentiator. Visually, it was confused with other generic health apps. Users did not connect emotionally with the value proposition: that their everyday habits could generate real impact in the world.
"The app felt like just another step tracker. No one understood that by walking 10,000 steps, they were also helping plant a tree."
In addition, the product needed to scale to new markets in LATAM and Europe, which required an identity flexible enough to adapt without losing coherence.
Results
40%CSAT improvement after redesign | 3xGreater brand recognition in surveys | -25%Reduction in onboarding time |
|---|
My process
Discovery y definición estratégica
Junto al equipo conduje sesiones de alineación con los founders para mapear los valores de marca. Analicé la competencia directa en wellness e InsurTech y detecté que ningún competidor usaba visualmente el concepto de "impacto colectivo", lo que abrió un territorio creativo claro.
Dirección creativa y moodboards
Propuse tres territorios visuales y los presenté al equipo: uno energético-deportivo, uno tech-minimalista y uno orgánico-natural. Juntos decidimos fusionar el tercero con el dinamismo del primero. Esa tensión fue la que definió el verde lima sobre negro y la apuesta por la mascota animada.
Sistema de diseño y componentes
Construí el design system en Figma con tokens de color, tipografía, componentes de UI para iOS y Android, y guías de uso de la mascota. Esta parte la lideré de forma autónoma, pero validé cada decisión con el equipo de desarrollo para asegurar que fuera implementable sin perder fidelidad.
Testing y validación
Coordiné las pruebas de usabilidad con usuarios de Chile, Brasil y Colombia, apoyada por el equipo de producto para el reclutamiento. Analicé los patrones de abandono y propuse los ajustes al flujo de onboarding. La versión final redujo el tiempo de activación del primer hábito de 4 días a 1.5 días.
Entrega e implementación
Trabajé directamente con el equipo de desarrollo para asegurar la fidelidad del diseño en producción. Documenté los patrones de animación y entregué assets para todos los formatos. El lanzamiento fue un esfuerzo conjunto que incluyó campañas OOH, redes sociales y el rebranding completo de la app.
Key creative decisions
The most important decision was to use lime green (#3DDB6E) on deep black. It was unconventional for a health app, which typically uses blues or whites. But it worked because it broke with the industry pattern and projected energy without becoming aggressive.
The mascot was a high-stakes bet. Internally, there was resistance to using a character in a B2B product. I argued that the character was exactly the emotional bridge we needed for users to understand the concept of "protection that grows with you." The mascot was not decorative. It was strategic.
The character was not decoration. It was the brand concept made tangible.
I also defined that the tagline "Activate growth" should always appear in English, even in Spanish-speaking markets. The decision was intentional: it positioned Betterfly as a global company from the very first contact.
Learnings
Design and strategy are inseparable | Consistency scales |
|---|---|
The most important visual decisions were also business decisions. I learned to argue from metrics, not just aesthetics. | A well-built system from the start saves weeks as the product grows. Investing early in tokens and documentation paid off in the long run |
Creative bets need data | Onboarding is the product |
Proposing something risky in a team requires backing. Research was what turned a hard-to-sell proposal into a decision approved by everyone. | The first experience defines retention. Reducing activation time was as important as redesigning the entire visual identity. |
More projects
Branding
Betterfly: Rebranding a wellness platform
How we redesigned the identity and experience of a habit app to communicate global impact from the first touchpoint.
Year:
2022-2023
Industry :
Wellness & InsurTech
Client:
Betterfly
Role :
Visual Designer
Context
Betterfly is a corporate wellness platform that turns healthy habits into donations to social causes. In 2022, the company went through a complete rebranding process: it needed to project an identity that reflected its purpose of global impact without losing the approachable, human tone that set it apart.
I was part of the design team in charge of this process. My role was to lead the creative direction decisions and build the design system, working alongside founders, product managers, and the development team.
The problem
Betterfly's previous identity failed to convey the brand's differentiator. Visually, it was confused with other generic health apps. Users did not connect emotionally with the value proposition: that their everyday habits could generate real impact in the world.
"The app felt like just another step tracker. No one understood that by walking 10,000 steps, they were also helping plant a tree."
In addition, the product needed to scale to new markets in LATAM and Europe, which required an identity flexible enough to adapt without losing coherence.
Results
40%CSAT improvement after redesign | 3xGreater brand recognition in surveys | -25%Reduction in onboarding time |
|---|
My process
Discovery y definición estratégica
Junto al equipo conduje sesiones de alineación con los founders para mapear los valores de marca. Analicé la competencia directa en wellness e InsurTech y detecté que ningún competidor usaba visualmente el concepto de "impacto colectivo", lo que abrió un territorio creativo claro.
Dirección creativa y moodboards
Propuse tres territorios visuales y los presenté al equipo: uno energético-deportivo, uno tech-minimalista y uno orgánico-natural. Juntos decidimos fusionar el tercero con el dinamismo del primero. Esa tensión fue la que definió el verde lima sobre negro y la apuesta por la mascota animada.
Sistema de diseño y componentes
Construí el design system en Figma con tokens de color, tipografía, componentes de UI para iOS y Android, y guías de uso de la mascota. Esta parte la lideré de forma autónoma, pero validé cada decisión con el equipo de desarrollo para asegurar que fuera implementable sin perder fidelidad.
Testing y validación
Coordiné las pruebas de usabilidad con usuarios de Chile, Brasil y Colombia, apoyada por el equipo de producto para el reclutamiento. Analicé los patrones de abandono y propuse los ajustes al flujo de onboarding. La versión final redujo el tiempo de activación del primer hábito de 4 días a 1.5 días.
Entrega e implementación
Trabajé directamente con el equipo de desarrollo para asegurar la fidelidad del diseño en producción. Documenté los patrones de animación y entregué assets para todos los formatos. El lanzamiento fue un esfuerzo conjunto que incluyó campañas OOH, redes sociales y el rebranding completo de la app.
Key creative decisions
The most important decision was to use lime green (#3DDB6E) on deep black. It was unconventional for a health app, which typically uses blues or whites. But it worked because it broke with the industry pattern and projected energy without becoming aggressive.
The mascot was a high-stakes bet. Internally, there was resistance to using a character in a B2B product. I argued that the character was exactly the emotional bridge we needed for users to understand the concept of "protection that grows with you." The mascot was not decorative. It was strategic.
The character was not decoration. It was the brand concept made tangible.
I also defined that the tagline "Activate growth" should always appear in English, even in Spanish-speaking markets. The decision was intentional: it positioned Betterfly as a global company from the very first contact.
Learnings
Design and strategy are inseparable | Consistency scales |
|---|---|
The most important visual decisions were also business decisions. I learned to argue from metrics, not just aesthetics. | A well-built system from the start saves weeks as the product grows. Investing early in tokens and documentation paid off in the long run |
Creative bets need data | Onboarding is the product |
Proposing something risky in a team requires backing. Research was what turned a hard-to-sell proposal into a decision approved by everyone. | The first experience defines retention. Reducing activation time was as important as redesigning the entire visual identity. |
More projects
Branding
Betterfly: Rebranding a wellness platform
How we redesigned the identity and experience of a habit app to communicate global impact from the first touchpoint.
Year:
2022-2023
Industry :
Wellness & InsurTech
Client:
Betterfly
Role :
Visual Designer
Context
Betterfly is a corporate wellness platform that turns healthy habits into donations to social causes. In 2022, the company went through a complete rebranding process: it needed to project an identity that reflected its purpose of global impact without losing the approachable, human tone that set it apart.
I was part of the design team in charge of this process. My role was to lead the creative direction decisions and build the design system, working alongside founders, product managers, and the development team.
The problem
Betterfly's previous identity failed to convey the brand's differentiator. Visually, it was confused with other generic health apps. Users did not connect emotionally with the value proposition: that their everyday habits could generate real impact in the world.
"The app felt like just another step tracker. No one understood that by walking 10,000 steps, they were also helping plant a tree."
In addition, the product needed to scale to new markets in LATAM and Europe, which required an identity flexible enough to adapt without losing coherence.
Results
40%CSAT improvement after redesign | 3xGreater brand recognition in surveys | -25%Reduction in onboarding time |
|---|
My process
Discovery y definición estratégica
Junto al equipo conduje sesiones de alineación con los founders para mapear los valores de marca. Analicé la competencia directa en wellness e InsurTech y detecté que ningún competidor usaba visualmente el concepto de "impacto colectivo", lo que abrió un territorio creativo claro.
Dirección creativa y moodboards
Propuse tres territorios visuales y los presenté al equipo: uno energético-deportivo, uno tech-minimalista y uno orgánico-natural. Juntos decidimos fusionar el tercero con el dinamismo del primero. Esa tensión fue la que definió el verde lima sobre negro y la apuesta por la mascota animada.
Sistema de diseño y componentes
Construí el design system en Figma con tokens de color, tipografía, componentes de UI para iOS y Android, y guías de uso de la mascota. Esta parte la lideré de forma autónoma, pero validé cada decisión con el equipo de desarrollo para asegurar que fuera implementable sin perder fidelidad.
Testing y validación
Coordiné las pruebas de usabilidad con usuarios de Chile, Brasil y Colombia, apoyada por el equipo de producto para el reclutamiento. Analicé los patrones de abandono y propuse los ajustes al flujo de onboarding. La versión final redujo el tiempo de activación del primer hábito de 4 días a 1.5 días.
Entrega e implementación
Trabajé directamente con el equipo de desarrollo para asegurar la fidelidad del diseño en producción. Documenté los patrones de animación y entregué assets para todos los formatos. El lanzamiento fue un esfuerzo conjunto que incluyó campañas OOH, redes sociales y el rebranding completo de la app.
Key creative decisions
The most important decision was to use lime green (#3DDB6E) on deep black. It was unconventional for a health app, which typically uses blues or whites. But it worked because it broke with the industry pattern and projected energy without becoming aggressive.
The mascot was a high-stakes bet. Internally, there was resistance to using a character in a B2B product. I argued that the character was exactly the emotional bridge we needed for users to understand the concept of "protection that grows with you." The mascot was not decorative. It was strategic.
The character was not decoration. It was the brand concept made tangible.
I also defined that the tagline "Activate growth" should always appear in English, even in Spanish-speaking markets. The decision was intentional: it positioned Betterfly as a global company from the very first contact.
Learnings
Design and strategy are inseparable | Consistency scales |
|---|---|
The most important visual decisions were also business decisions. I learned to argue from metrics, not just aesthetics. | A well-built system from the start saves weeks as the product grows. Investing early in tokens and documentation paid off in the long run |
Creative bets need data | Onboarding is the product |
Proposing something risky in a team requires backing. Research was what turned a hard-to-sell proposal into a decision approved by everyone. | The first experience defines retention. Reducing activation time was as important as redesigning the entire visual identity. |