Pulse by Makina is a wearable tracker for sleep, energy that aims to smartly optimise one’s life.
Fastmind Labs Inc., USA
Segment
Fitness Smart Devices AI
Year
2025
Role
Founding Brand Designer
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Expertise Branding Strategy Design System UI |
Design Process
Methods & Practices
Strategic Direction
Brand-Led Process
System Thinking
Scope of Work
Project Ownership
Responsibilities
Design Scope
Project overview
Pulse is a wearable health tracker that combines biometric insights with AI-driven coaching to optimise energy, sleep, and mental clarity. I joined pre-launch as the founding brand designer to define the product’s visual identity and consult on UX. My work included brand system expansion, creative direction for CGI and AI-generated content, and product design consulting across both mobile and web.
Challenge
With no existing brand or UI in place, the challenge was to create a cohesive system that could flex across product, social, and investor materials — all within a fast-moving, early-stage environment. I had to establish structure where none existed, while guiding a lean creative team and aligning brand expression across design, storytelling, and tech.
Brand Guidelines Extension & Creative Direction
Although the original brand guidelines were developed by an external agency, I was responsible for adapting and expanding them across all digital platforms. My work included refining color and type usage, creating new visual rules for motion and AI-generated content, and ensuring consistency across product, campaigns, and investor communications.
Social Media Direction
I defined the visual and content strategy for Pulse’s social presence, adapting the brand voice and tone to each platform, including Twitter, LinkedIn, Facebook, and Instagram. The goal was to establish credibility in health tech while maintaining approachability and cultural relevance. I also created scalable templates for internal and AI-assisted content production..
Product Design Consulting
While not directly part of the core product team, I consulted on UX and UI decisions for both the Pulse mobile app and marketing website. My focus was on aligning the brand language with interaction design, ensuring consistency, accessibility, and clarity throughout key flows like onboarding and dashboard states.
Impact
This brand system enabled Pulse to launch as a cohesive, credible voice in health tech — transforming a pre-product startup into a unified platform that could appeal to both individual users and B2B partners. The comprehensive visual identity and content strategy spanned product, social channels, and investor communications, creating a seamless experience that established trust and differentiation in a crowded market.
Internally, the design system and scalable templates streamlined creative execution and reduced dependency on centralized design review, allowing the lean team to move faster. Externally, the consistent brand expression across all touchpoints strengthened Pulse's market position as a sophisticated yet approachable health tech player, while the flexible framework enabled rapid iteration and future expansion into adjacent features and partnerships.
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