Work / Freedomology
A brand for health, wealth and relationships, built from zero to 7,000 members in 90 days.
Freedomology launched in 2023 as a video-training app and community across health, wealth and relationships. I built the brand from the ground up: identity, marketing site, in-app branding, 40-day sprint sub-brands, apparel, a 200-page book and the motion graphics behind hundreds of lessons. The site and book drove more than 7,000 sign-ups in the first three months.
01 Branding system
One F. Three freedoms.
Freedomology teaches health, wealth and relationships as one practice, so the brand needed one mark that could carry all three. The F is cut like a bolt: two strokes, one break, drawn to move. The wordmark sits on a hand-drawn underline that shows up everywhere from the app icon to the workbooks.
The program runs in 40-day sprints. Each sprint is its own sub-brand: H40 for health, F40 for finances, R40 for relationships. Same layout, same cast, one color swapped.
Aqua on near-black is the brand at rest. The sprint colors only ever appear one at a time, so you always know which road you're on.
Brand
Sprints
02 App design
The brand you actually live in.
Members spend most of their time inside the app, so that's where the identity had to hold up: a daily check-in, a lesson library, and a sprint tracker across health, wealth and relationships. Dark, calm, and quick to use at 6am.
03 Web design
Built to convert in ninety days.
The marketing site had one job at launch: turn a cold visitor into a member before the first sprint kicked off. Long-form pages, video up top, proof further down, one call to action repeated. It worked. The site and the book drove more than 7,000 sign-ups in the first three months.
04 Print
Forty days, on paper.
Every sprint ships with a workbook. One page per day, one action per page, a layout that survives being printed at home on a Sunday night. The three books share a grid and swap the accent.
05 Book design
Two hundred pages of The Fat Switch.
Greg Clement's book on metabolic health, designed cover to colophon: chapter openers, recipe spreads, pull quotes and a cover built to stop a thumb mid-scroll. It was the top of funnel marketing tool — given away to bring people in, and it did.
06 Campaign
Committed, on and off the screen.
The sprints had to exist off the screen as much as on it. The tees carry the sprint language — Run Your Life, 40 Days of Growth, Committed — and the F mark at a size you can read across a gym. The paid social took the same identity into the feed: the sprint colour, one line, one image, built to be recognised as Freedomology before anyone reads the name.
07 Video
The pitch, in eighty seconds.
The H40 launch film that sat at the top of the sprint page: what forty days of the program looks like, who's coaching it, and why it works. Motion graphics, edit and sound.
Like the look of this? Let's make yours.
More work · 01 of 12
Leadflow
AI real estate data, given a fingerprint.
- Branding
- Logo Design
- Web Design
- Motion Graphics