As the use of GLP-1 medications like Wegovy, Ozempic and Zepbound for weight loss surges, a new kind of health consumer is emerging — informed, motivated and navigating major lifestyle shifts with little support beyond clinical guidance.

Aeglefit was created to fill that gap: a modern, empowering wellness brand that helps users track their progress, develop healthy habits and build confidence along the way. More than just a tool, Aeglefit challenges the stigma and outdated narratives surrounding weight, willpower and GLP-1 use — reframing the experience with clarity, confidence and zero shame.

The brand was built from the ground up, including positioning, voice, visual identity, digital product design and user-centered social content. At its core is a premium digital planner designed for GoodNotes and similar apps, offering a balance of structure, flexibility and emotional support through every phase of the GLP-1 wellness journey.

Design Direction, Marketing and Communications, Entrepreneurialism