Following a 120% growth in Mexico’s wellness industry post-pandemic (Global Wellness Institute), a new generation of creative leaders began redefining how wellness brands connect with people. However, many struggled to translate their purpose into authentic, human digital experiences.

Amid the rise of social media and the e-commerce boom, the strategic value of branded websites had been overlooked. This project aimed to reposition websites as a central marketing tool, unlocking their full commercial potential for the holistic wellness sector.

Research and Insights

Through trend analysis, consumer behavior studies, and social media scouting, we identified a clear opportunity:

Common profiles centered around entrepreneurship, innovation, health, wellness, and physical activity.
We developed a User Profile, Buyer Persona, and Brand Persona to deeply understand values, interests, and lifestyles of the target audience.
These insights informed a design strategy focused on resonating with user behavior, fostering authentic connection and engagement.

Conceptual Foundation

The brand concept is based on the fusion of wellness and technology, drawing inspiration from physics.

The name "Momentum" embodies a physics analogy: just as force combines magnitude and direction, the website exerts purposeful, measurable impact on its users.
Visually, the brand merges organic and structured elements—the circle representing human connection, and the square representing digital precision.
A gradient inspired by light and shadow symbolizes the balance between emotional experience and digital functionality.

Visual IDENTITY

Logotype

The logotype was carefully crafted to balance professionalism, stability, and technological innovation, while maintaining a visual connection to the brand's conceptual foundation of blending human warmth with digital precision.

Isotype

The isotype visually embodies the fusion of wellness and technology, representing the balance between human connection and digital precision. The fluid, cursive lines symbolize adaptability and human interconnectedness, while the pixel-inspired squares represent structure and technological rigor. This combination captures the brand’s philosophy of purposeful creation, where the intersection of these elements sparks transformation. The isotype is designed to be versatile and recognizable across various platforms, reinforcing Momentum’s commitment to creating meaningful, intuitive digital experiences.

Color Palette

Grayscale from black to white communicates growth, balance, and connection.

Accent colors:

Red symbolizes the human, emotional side.
Blue represents the technological, structured side.

Graphic Elements

The design combines a circle and a square to represent the connection between wellness and technology. The circle symbolizes growth, balance, and human interconnectedness, while the square stands for stability, order, and digital precision. Their fusion creates a spark, visually embodying the brand’s philosophy of purposeful creation.

Style

The brand’s gradient design is inspired by the interplay of light and shadow in web design, creating a balance that symbolizes the intersection of wellness and technology.