Austin based Blue Goji is a wellness technology company with a goal to develop a new type of platform for cardio workouts by combining interactive gaming with fitness equipment. M3 was challenged with creating an impactful brand identity along with the design of a system that includes Bluetooth enabled controllers, system mounting hardware, point of sale packaging, and a graphical user interface to deliver a holistic end user experience. This combination needed to make exercise more entertaining, effective and appealing to a broad range of users. M3 also managed an implementation strategy that helped Blue Goji meet their business objectives, maintain design quality, and deliver a cohesive, connected, and engaging system.
Using M3’s strategic development process, a tactile, and playful visual identity was created. This became the framework for the Goji Play system. M3 challenged usability and architecture constraints when designing the controller to ensure an optimal solution. The result is a streamlined, comfortable profile that includes an innovative embedded magnetic strap solution for easy adjustability and a modular strap and puck system for simple cleaning and customization. Unique controller icons were introduced, reinforcing the approachable and playful Goji Play brand positioning. M3 extended the holistic user experience by helping incorporate the new brand identity into the packaging and Graphical User Interface; both key components in promoting and incentivizing frequent exercise.
The new Goji Play system is more than just a piece of hardware. It’s a connected lifestyle solution that provides an entertaining experience that makes exercise and fitness fun while motivating users to achieve their health and wellness goals. Goji Play’s integrated and adaptable design promotes continued use, which reduces the likelihood of users losing interest, a common problem with today’s wearable fitness gadgets. This scalable and customizable platform gives Blue Goji the opportunity to grow their brand within evolving and expanding consumer and corporate markets.
Strategy: M3 extracted the key verbal and visual attributes that Blue Goji wanted their brand to portray, and utilized them to create a design framework that would be the blueprint for the Goji Play eco-system
Concept: Designing the individual components in unison was critical when generating a cohesive and thoughtful brand experience that adhered to the Blue Goji core attributes.