The Challenge
Pulse Wearables had groundbreaking technology - a sleek device that monitors cortisol levels, heart rate variability, and recovery metrics - but they were launching into a crowded market dominated by Apple Watch and Oura Ring. They needed a brand that communicated scientific credibility while feeling approachable and aspirational. Their initial positioning as 'medical-grade monitoring' was too clinical and missing the lifestyle appeal that drives consumer adoption.
Our Approach
We repositioned Pulse around the concept of 'flow state optimization' - helping users understand when to push hard and when to rest. The visual identity balances precision with energy: a dynamic logomark suggesting continuous movement, paired with a gradient system that shifts based on user stress levels. We developed a color language where cool blues represent calm and warm oranges signal peak performance windows.
The Solution
The companion app became the hero of the experience, featuring real-time biometric visualization, personalized recovery recommendations, and social challenges. We designed an onboarding flow that educates users on their metrics without overwhelming them, using micro-animations and progressive disclosure. The website positioned Pulse as the tool for people who take their performance seriously - whether that's marathon training or startup founding.
The Results
Pulse's Kickstarter launched at 347% of their funding goal within 48 hours, raising $2.8M from 12,000+ backers. The campaign video generated 4.2M views across social platforms, and they secured retail partnerships with three major fitness chains before shipping a single unit. Pre-orders exceeded first-year projections by 280%, and tech publications called it "the most exciting wearable launch since the original Apple Watch."
