MacroFactor

Natasha Jen and team have designed the new identity for MacroFactor, the science-based health and fitness app. MacroFactor is built for people who want to get serious about their bodies—whether that means losing weight, gaining muscle, or simply building healthier habits. Developed by scientists, coaches, and engineers, the app turns adaptive algorithms into practical guidance, delivering precision that users can trust. Its proposition is simple and direct: knowledge creates clarity, and clarity creates progress. But clarity alone doesn’t make a brand. Numbers require narratives; data needs design. The new identity frames science as both exacting and human. Inspired Science is less a slogan than a tension: rigorous and empathetic, motivating and methodical. This idea crystallizes in the mission Empower Every Body, turning evidence into possibility—making strength, confidence, and insight accessible to all. And it expands into a vision: The whole MF World—a playful shorthand that signals both the scale of ambition and the community spirit at the heart of MacroFactor. The design system is where precision and adaptability are brought to life. At its core is MacroSans, a custom variable typeface designed to embody the brand’s dual character: architectural in structure yet fluid in application. Icons and illustrations are another essential layer of the identity. Food logging is the ritual heart of the product, and over 450 icons were redrawn not as embellishment but as instruments—visual units of measurement that make discipline legible and delightful. Alongside them, a suite of in-app illustrations marks moments of accomplishment. The identity celebrates both sides of MacroFactor: the discipline of data and the joy of progress. It elevates the game of similar apps, raising expectations for how design can make science both useful and inspiring. Check out the full case study: https://lnkd.in/eJrikBHk