Crafting a brand identity for a more mindful running experience
How thoughtbot created the brand identity and developed the MVP for MilesMe, a running app for effortless route discovery.
With thoughtbot, you work day-to-day with a small dedicated team, but you also have the experience of the entire team behind them.
A mark for every route
MilesMe lives outside, in the world its runners move through. Forest trails, hillside climbs, morning runs with the dog, It works for all of them
AI-generated logos missed the mark
The dual reading of the M, the rotated dot above the i, and the small acts of intention that made the chosen mark feel calm were the work of designers who knew why they mattered.
thoughtbot was exactly what I was looking for — a boutique product studio that takes as much consideration as necessary to bring your project to life.
A brand becoming an app
Components, layouts, and the brand system came together into something runners could open and use.
An app becoming a guide
The colors, the voice, and the calm lives within every screen and interaction the runner experiences in the app. MilesMe is a trusted guide for exploring new routes.
We wanted MilesMe to feel different from other running apps focused on performance — something more peaceful, more of a companion. Even details like the color palette for outdoor visibility were considered.
