//BOLDER
02-FROM PROBLEM TO OPPORTUNITY
What if running could be about more than performance?
Instead of building another app focused on pace, distance and personal records,
BOLDER could create a different relationship with running - one based on connection, confidence and community.
DESIGNING A RUNNING EXPERIENCE THAT EMPOWERS WOMEN BEYOND PERFORMANCE.
Conceptualization, idea, branding, and UX-UI design.
BOLDERR was born from a simple idea: sport should help women become more themselves, not more like someone else.
In a culture obsessed with perfection, GOWER uses sport as a tool for self-discovery, confidence and connection.
The opportunity wasn´t to build a better running tracker. It was to redefine what running could mean.
06-THE SYSTEM
A visual language built to feel bold, human and unapologetic
The visual identity of GOWER was designed to challenge the polished, pertormance-driven aesthetic often associated with sports products. We translated that attitude into a digital system that feels expressivel confident and connected to the brand|
01-THE PROBLEM
When sport becomes another measure of perfection.
Running apps are often built around pace, distance, calories and performance. But for many women, sport can also become another space where they feel pressure to compare, improve and fit an ideal.
BOLDER started from a different question: what if running could be a tool for connection and self-discovery, rather than another way to measure yourself?
THE CURRENT APPROACH
Pace
Goals
A DIFFERENT PERSPECTIVE
Connection
Self-discovery
04-SHARE Share experiences, achievements and moments with the community.
01-CONNECT
Create meaningful connections between women through shared experiences.
Distance
05-KEEP GOING Come back to a community that motivates you beyond the run.
Comparison
Community
Welbeing
03-FEEL GOOD
Shift the focus from performance and appearance towards wellbeing and self-confidence.
Distance
Performance
Confidence
Belonging
04-DISCOVER
Use running as a space to explore what motivates you, what you enjoy and what you want to achieve.
02-BELONG
Build a community where different levels, bodies and motivations feel welcome.
03-FROM BRAND TO PRODUCT
A brand purpose translated into product principles.
BOLDER wasn't designed as a visual identity first and an app second. The brand's purpose shaped the way the product should feel, behave and connect women.
BRAND PRINCIPLES → PRODUCT BELIEFS
AUTHENTICITY Don't compare.Find your own path.
CONNECTION Running becomes a shared experience.
COMMUNITY Different levels, same sense of belonging.
EMPOWERMENT Progress is personal, not a competition.
WHO WE DESIGN FOR
THE BEGINNER Wants to start running without feeling judged.
04-DESIGNING THE EXPERIENCE
The challenge was to translate GOWER's values into an experience that feels personal, encouraging and human - while still giving women the tools they need to run, connect and progress.
A simple flow, a deeper experience
01-CONNECT Find people, groups and runs that feel relevant to you.
+42% Weekly active users
THE RETURNER Is coming back to sport and needs motivation without pressure.
Turning the principles into a running experience.
THE USER JOURNEY
02-RUN Choose a run based on your own goals, level and motivation.
THE REGULAR RUNNER Already runs, but is looking for connection beyond performance..
FROM WIREFRAMES TO A CONNECTED EXPERIENCE
These wireframes show the core flow of GOWER, from onboarding to running, tracking progress and staying connected with the community.
05-THE APP
A running app built around connection, not comparison.
GOWER brings running, wellbeing and community into one experience. Instead of focusing only on performance, the product gives women different ways to stay active, connect with others and build their own relationship with sport.
07-IMPACTS & LEARNINGS
Designing a product around how people feel, not just what they achieve.
GOWER is a running app that brings together training, community, wellbeing and self-discovery. This project showed how a strong brand purpose can become a meaningful digital experience, designed to support people in building a healthier, more authentic relationship with sport.
IMPACT
42%
03-REFLECT See your progress without turning it into a measure of worth.
