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it pays to walk
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Sweatcoin, health app that tracks your steps and rewards you for walking with sweatcoins. The sweatcoins can be turned into discounts for different products in the market place in the app.
INFORMATION
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Sweatcoin 2023 - 2025
Role Lead Brand & Marketing Designer + Graphic Design Team Manager
Health App
description
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I've joined the company as a lead designer on the marketing side; the main task was to increase daily registrations and communicate app features being launched by the product team. The marketing design was not aligned with the product side, which made the perception inconsistent and kept the new registrations low. I've worked with the design team and the stakeholders to build a design system that matched the product design. This led to increasing new registrations to 40-50k/day.
I've also taken the role of team manager. I've mentored junior designers, hired, worked together on creative campaigns, and improved the communication and task times with the growth marketing team.
SWC First
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Before - inconsistency with typography, colors, and imagery used for all the marketing materials. The app screens were outdated and didn't show what the app experience was. 
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The new design system started with using colors that we're used to in the product design. Followed up by working on unified typography for all marketing visuals and decks.
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Colors - Sweatcoin offers the free version of the app and the premium one. We've developed the colors based on the two versions of the app and suited for different visuals. Having this in place brought more consistency within the brand.
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SWC 17
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A key design task was updating and improving the app store screens. As the app is worldwide, the screens had to be designed for specific regions and have the language set for the countries from those regions. Redisigning the screens with what the actual app looks like and offering increased daily new registrations.
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Nike collaboration - the sales team made a deal with Nike for campaigns within the app. I worked on these campaigns across marketing and product. Each campaign was themed. With the graphic design team's work, Nike continued to partner with Sweatcoin, bringing revenue for both companies.
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©Camelia Cucolea. All rights reserved.

2026