augo
Brand Strategy & Visual Identity
Augo was in its earliest stages founded by two endurance athletes turned coaches - who saw firsthand how existing tools were failing the people who actually used them. Their idea was simple but powerful: use AI to simplify training, reduce admin, and help coaches focus on what really matters - their athletes.
Client:
Bruna M. & Fabienne M.
Role:
Brand Strategy & Creative Direction
Year:
2025
Challenge
As a tech company, Augo needed to showcase innovation but its core audience wasn’t made up of early adopters or engineers. It was coaches. Many of them skeptical of tech, and overwhelmed by data-heavy platforms. The challenge was to find the sweet spot: communicate the power of the product without alienating its users. We had to create a brand that felt cutting-edge and deeply human, one that would empower coaches, not intimidate them.
Objective
Our goal was to reposition Augo from a functional, AI-focused product into a brand that felt intelligent, intuitive, and people-first. Alongside the brand strategy work - mission, vision, values, and messaging - I also led the creative direction. This included developing a cohesive visual identity that reflected the brand’s tone: high-performance, smart, and grounded in empathy. We defined the photography style, color palette, and typography, and collaborated on a bold, minimal logo that brought it all together.
Results
Augo is set to launch in November with a brand that’s already standing out for its clarity, warmth, and strong visual identity, far more approachable than most competitors in the space.
