Visual Identity
UX Research
UI & Design System
Multimedia Content
Recording Set Design
Photography/ Videography
Cross-gen device compatibility
Inclusive User Experience
Integrated Brand Experience
Comprehensive Design System
Parwana is an aisle-crossing union of elevated brand experience, and cross-format interaction design. Set in the context of the post-covid era wellness renaissance, the digital product shepards users to healthier lifestyle choices through physical exercise, mindfulness and nutrition.
Aiming to improve wellness outcomes for Pakistani youth transitioning to solo city-dwelling, the app covers for the loss of wellness advice traditionally sourced through ties of kinship.
Parwana offers fresh, culturally-relevant formats of content delivery that capture and retain audiences. Live interactive video sessions take a cue from the popularity of morning television shows, while religious and secular mindfulness exercises offer flavorful inclusivity.
Conversational user interviews revealed influences on wellness practices, goals and concerns. These informed the development of key in-app experiences and modalities of content delivery, including goal-oriented fitness videos, infotainment livestreams, and data consumption-free 'call-in' workouts.
Prototypes were tested with focus groups to iteratively evolve the product offering. Cross-generation device compatibility, intuitive usability, and visual balance were chosen to define the framing of content and on-screen interaction controls.
Muted pastels and midnight hues paired with low-temperature whites define the brand's color story across content and the user interface. Alluding to the almost lyrical austerity of a moonlit night, they set the stage for reflection and regeneration in an escape beyond the ordinary. Haptic sensations punctuate on screen animations, while custom chimes and sound effects extend the brand experience into the auditory.
Synergy across audio visual content, and the application's user interface presents a reinforced brand identity expressed through color, layout, digital textures, sound and vibration. Typography and layout design is optimized for both 4K and low-resolution screens, offering crisp visuals and readability across devices.
Users are offered a variety of engaging content options, from audio-only to low-data consumption GIFs, to high-res live videos - providing them with the option of choosing content based on their cellular data budget.
User flows encourage the looping of healthy choices as fitness, meditation and nutrition are shown as connected parts of a broader wellness pursuit - completed fitness exercises lead to mediation sessions and then onto nutritional advice.
Visual Identity
UX Research
UI & Design System
Multimedia Content
Recording Set Design
Photography/ Videography
Cross-gen device compatibility
Inclusive User Experience
Integrated Brand Experience
Comprehensive Design System
Parwana is an aisle-crossing union of elevated brand experience, and cross-format interaction design. Set in the context of the post-covid era wellness renaissance, the digital product shepards users to healthier lifestyle choices through physical exercise, mindfulness and nutrition.
Aiming to improve wellness outcomes for Pakistani youth transitioning to solo city-dwelling, the app covers for the loss of wellness advice traditionally sourced through ties of kinship.
Parwana offers fresh, culturally-relevant formats of content delivery that capture and retain audiences. Live interactive video sessions take a cue from the popularity of morning television shows, while religious and secular mindfulness exercises offer flavorful inclusivity.
Conversational user interviews revealed influences on wellness practices, goals and concerns. These informed the development of key in-app experiences and modalities of content delivery, including goal-oriented fitness videos, infotainment livestreams, and data consumption-free 'call-in' workouts.
Prototypes were tested with focus groups to iteratively evolve the product offering. Cross-generation device compatibility, intuitive usability, and visual balance were chosen to define the framing of content and on-screen interaction controls.
Muted pastels and midnight hues paired with low-temperature whites define the brand's color story across content and the user interface. Alluding to the almost lyrical austerity of a moonlit night, they set the stage for reflection and regeneration in an escape beyond the ordinary. Haptic sensations punctuate on screen animations, while custom chimes and sound effects extend the brand experience into the auditory.
Synergy across audio visual content, and the application's user interface presents a reinforced brand identity expressed through color, layout, digital textures, sound and vibration. Typography and layout design is optimized for both 4K and low-resolution screens, offering crisp visuals and readability across devices.
Users are offered a variety of engaging content options, from audio-only to low-data consumption GIFs, to high-res live videos - providing them with the option of choosing content based on their cellular data budget.
User flows encourage the looping of healthy choices as fitness, meditation and nutrition are shown as connected parts of a broader wellness pursuit - completed fitness exercises lead to mediation sessions and then onto nutritional advice.
