We were thrilled to partner with Hedso Health and Wellness on their bold new venture, hoop. Hoop is designed for the modern millennial who prioritizes proactive healthcare and "being the best version of themselves." Inspired by the word "Hoop" itself, our brand identity is formed via overlapping "O"s, suggesting movement and flow, while the approachable font fosters connection. We ditched the tired "problem + solution" formula and focused on positive imagery, reflecting the brand's emphasis on proactive wellness. Deep teal is an unconventional, yet ownable color choice within the category, while metallic accents convey efficacy. Hoop has been met with incredible praise, proving that well-being can be stylish, engaging, and effective. We're proud to be a part of this innovative journey!