Vertical
Health & Wellness
Our team
Brand Director, Design Director, 3 Lead Designers
Client team
Founders & Development Team
Download the App About Down DogThe Brief
Down Dog had a challenge of cohesion. After scaling into one of the most successful wellness app platforms, its growing suite of products needed a more unified brand and user experience. Wolf&Whale understood that bringing these apps together required more than a visual refresh. It demanded a clear system that could support the platform’s scale, functionality, and millions of users.
Creating one cohesive experience across multiple apps was both a strategic and design challenge. Each product had its own features, audiences, and interaction patterns, but the broader platform needed to feel intuitive, consistent, and unmistakably Down Dog.
Addressing this fragmentation was essential to improving usability and strengthening the brand as the company continued to grow. Wolf&Whale unified the apps into one cohesive platform while redesigning the UX/UI, visual language, and brand identity system across the entire experience.
Impact & Results
With a unified brand and reimagined product experience, Down Dog is positioned to deepen its relationship with users and support the next stage of its growth as a global wellness platform.
Wolf&Whale redesigned the UX/UI across the platform, optimizing subscription flows, improving practice customization, and making it easier for users to shape routines around their goals, preferences, and schedules. We also designed new features such as Challenges, giving users a more motivating way to set goals, track progress, and build lasting momentum within the app.
A new system of motion and illustration brought greater warmth, energy, and personality to the experience, helping the brand feel more expressive and distinctly Down Dog at every touchpoint.
