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:
augotraining.com
Role:
Brand Strategy and Identity
Year:
2025
Challenge
Augo is a tech company built for coaches.
Its audience was made up of performance professionals often overwhelmed by data-heavy tools. The challenge: communicate innovation without intimidation.
Opportunity
We repositioned Augo from a functional AI product to a human-centered brand — intelligent, intuitive, and empowering. Alongside defining the mission, vision, and messaging, I led the creative direction: shaping the visual identity, photography, and color system to balance performance with warmth.
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.
