TORCH APP

A PLATFORM TO INSPIRE POSITIVE PROGRESS

Torch was built around a powerful concept: a wellness-based social app designed to inspire daily growth, connection, and care for the mind, body, and spirit. I partnered with a Canadian entrepreneur to bring this vision to life through comprehensive brand design, UI mockups, and strategic direction that would attract investment and partnership opportunities.

Working with a prototype that needed to feel like a real brand, I crafted something compelling enough to pitch for funding while maintaining the flexibility to evolve during development. The challenge was creating emotional resonance and scalable systems that could balance aspiration with accessibility from day one.

The Challenge

Torch began as a raw idea with no tech team, wireframes, or funding. The founder had a clear mission to create a space where people could focus on progress, stay inspired, and build routines around wellness rather than comparison.

My role was defining the soul of the brand and expressing it through strategy, language, and design. We needed to craft a system that felt emotionally resonant yet grounded enough to scale, balancing aspiration with accessibility from day one.

  • Strategy and Creative Direction

    I started by naming the brand Torch, a word that conveys illumination, movement, and purpose. Building a brand story rooted in self-leadership and optimism, I drew inspiration from the founder's personal journey as an athlete and mentor. The brand became anchored in curiosity, resilience, and quiet confidence, with taglines and messaging that reflected this spirit.

    Design and App Experience

    I created a bold, modern identity using vibrant colors, custom achievement badges, and intuitive UI mockups. The goal was to encourage motivation and connection through design that reinforced progress rather than pressure. The interface used icons, tone, and layout to support small wins and meaningful user moments.

    Investor and Development Toolkit

    To support early-stage funding and team building, I developed a comprehensive toolkit including brand guidelines, screen designs, and icon sets. This gave the founder a professional, consistent way to share his vision with potential investors and collaborators.

  • Torch evolved from a raw idea into a professional, investor-ready prototype that clearly communicated its mission and market potential. The visual identity and UX direction brought clarity for collaborators and stakeholders, while the complete brand guideline system supported future development and maintained consistency.

    The founder gained confidence in articulating and pitching his concept, and the work laid a strong foundation for long-term growth in the competitive wellness app space.

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