Spanno
Brand & Digital Product Direction for a Consumer Wellness App
Spanno is a coached walking app designed to make walking feel intentional, motivating, and sustainable. Built for women 40+, the brand reframes walking as a smart weekly practice through guided audio sessions, music-driven programs, and clear training pillars.
Founder · Creative Director · Brand Strategy · Product Direction · Content Strategy · Launch Messaging · AI-Assisted Creative Development
Brand Direction · Digital Product Strategy · App Experience · Content Strategy · Campaign Concepting · Voice + Messaging · Launch Creative
An AI-assisted creative workflow across brand strategy, naming, messaging, program structure, and campaign development.
Walking is not the fallback workout — it can be a smart, effective, and deeply sustainable practice.
Walking is familiar, but often undervalued. Spanno makes it feel intentional without making it complicated — combining coached sessions, music-forward programming, and simple weekly structure. The creative direction is smart, supportive, and energizing: it avoids both high-pressure performance language and the overly soft tone often aimed at women in midlife, sitting instead in a modern space — practical, upbeat, research-aware, and confidence-building.
Screenshot direction, benefit-led copy, and launch positioning built around walking as a real workout.
A brand for consistency, not extremes. The voice carries from campaigns into the product itself — home, session player, and weekly plan designed to be encouraging and smart, avoiding both fitness pressure and wellness clichés.
Motivating without feeling loud, supportive without feeling watered down.
Encouraging, smart, warm, and lightly playful — coaching, personality, and inspiration in balance.
Walking as a real workout, a sustainable routine, and a repeatable weekly practice.
A clear program architecture built around benefits and training modes: power, focus, strength, stamina, and recovery.
Simple enough to start quickly, structured enough to build consistency, varied enough to stay interesting.
A launched consumer wellness brand and app with a cohesive product structure, distinct voice, and clear point of view.
Spanno demonstrates founder-level creative ownership across brand strategy, product direction, content development, launch messaging, and digital customer experience.