Mo - Brand & Vision Document
1. Brand Identity
Name
Mo - Short for Momentum
Tagline System (Dynamic)
Rotating Mo-prefix taglines throughout the app (login, loading, celebrations):
Mo progress.
Mo forward.
Mo strength.
Mo results.
Mo gains.
Mo power.
Mo you.
Mo life.
Mo discipline.
Mo consistency.
Mo focus.
Mo determination.
Mo-Prefix Feature Naming
All app features use the "Mo" prefix for consistent branding:
| Feature | Mo Name | Description |
|---|---|---|
| Dashboard | MoBoard | Daily overview, today's workout, stats |
| Workout Logger | MoLog | Log sets, reps, weights |
| AI Coach | MoCoach | AI-powered guidance and advice |
| Exercise Library | MoGuide | Exercise instructions and demos |
| Progress Charts | MoStats | Visualize progress over time |
| Meal Tracker | MoFuel | Nutrition and calorie logging |
| PR Records | MoPRs | Personal records tracking |
| Program Phases | MoPhase | Training phase management |
| Body Metrics | MoBody | Weight, measurements, photos |
| Settings | MoSettings | App configuration |
| Profile | MoProfile | User profile and goals |
| Notifications | MoAlert | Reminders and notifications |
| Coach Voice | MoVoice | Coach personality settings |
2. Vision & Mission
Vision
"Everyone deserves a coach in their pocket."
Mission
"Build unstoppable momentum through daily guidance, smart tracking, and AI coaching that adapts to you."
Core Values
- Consistency over intensity - Small daily actions beat occasional heroics
- Progress over perfection - Any forward movement counts
- Simplicity over complexity - Easy to use, hard to quit
- Personal over generic - Your goals, your pace, your path
3. Target Users
Primary Audience
- Who: Gym-goers focused on fitness, wellness, and optimal health
- Experience: All levels (beginner → advanced)
- Core Focus: Strength training
Future Expansion
- Home workout users
- Cardio-focused (runners, cyclists)
- Sport-specific athletes
4. Brand Voice - MoCoach Character System
4.1 The Roster (8 Characters)
| Character | Gender | Role | Personality | Voice Example |
|---|---|---|---|---|
| Sam | Neutral | Buddy (Default) | Friendly, supportive, warm, balanced | "Let's crush this together!" |
| Max | Male | Drill Sergeant | Tough, intense, disciplined, no excuses | "No excuses. Get it done." |
| Sage | Female | Zen Mentor | Calm, wise, patient, holistic | "One rep at a time. Breathe." |
| Nova | Female | Scientist | Smart, precise, analytical, educational | "This targets the lateral deltoid for hypertrophy." |
| Ace | Male | Minimalist | Direct, efficient, cool, sharp | "Push A. Go." |
| Chip | Male | Comedian | Funny, playful, witty, light | "Leg day? More like leg slay!" |
| Rex | Female | Competitor | Fierce, driven, challenger, competitive | "You're 2 workouts behind your best week. Let's fix that." |
| Mo | Fluid | Adaptive | Dynamic, intuitive, all personalities | Changes based on context |
Gender Balance: 3 Male / 3 Female / 2 Neutral-Fluid
4.2 Coach Selection System
Users can choose from 1 to all 8 coaches:
| Selection Type | Description |
|---|---|
| Single coach | One coach for everything |
| Small squad | 2-3 coaches with different strengths |
| Context-based | Assign coaches to specific activities |
| Full team | All 8 characters chime in |
| Mo adaptive | AI picks the right coach per moment |
Selection Options in Onboarding
"How many coaches do you want?"
[ Just one ] - Keep it simple
[ A small squad ] - 2-3 coaches
[ Full team ] - All 8 characters
[ Let Mo decide ] - Adaptive AI picks for you
Context Assignment (Optional)
| Activity | User Assigns |
|---|---|
| Workouts | e.g., Max |
| Rest Days | e.g., Sage |
| Nutrition | e.g., Nova |
| Motivation | e.g., Sam |
| Celebrations | e.g., All or selected |
Users can change coach selection anytime in MoSettings → My Coaches.
4.3 Personality Match Quiz (Optional Onboarding)
Quick quiz to recommend best-fit coaches:
"Let's find your perfect coach"
Q1: When you miss a workout, you need someone to...
- Encourage me to get back on track → Sam
- Call me out and push harder → Max
- Remind me rest is okay too → Sage
- Show me data on why consistency matters → Nova
Q2: Mid-workout, you want your coach to...
- Hype me up, keep it fun → Sam/Chip
- Stay quiet, let me focus → Ace
- Drop knowledge on form/technique → Nova
- Make me laugh between sets → Chip
Q3: Your ideal coach vibe is...
- Best friend at the gym → Sam
- No-nonsense drill sergeant → Max
- Wise mentor → Sage
- Science nerd → Nova
- Just the facts → Ace
- Make me laugh → Chip
- Push me to compete → Rex
→ Result: "Your perfect coach is SAGE (with NOVA as backup)"
Personality Match Matrix
| User Trait | Primary Coach | Secondary Coach |
|---|---|---|
| Needs encouragement | Sam | Sage |
| Wants tough love | Max | Rex |
| Values science/data | Nova | Ace |
| Likes humor | Chip | Sam |
| Competitive nature | Rex | Max |
| Mindful/holistic | Sage | Nova |
| Wants efficiency | Ace | Max |
4.4 Multi-Coach System
Single Coach Mode
One coach handles all interactions.
Squad Mode
Multiple coaches react to key moments:
┌─────────────────────────────────────┐
│ NEW PR: Bench Press 185lb x 3 │
│─────────────────────────────────────│
│ │
│ Max: "Beast mode. No excuses, │
│ just results." │
│ │
│ Sam: "LET'S GO! That's huge!" │
│ │
│ Nova: "Progressive overload │
│ working. +15lb since week 1"│
│ │
│ Chip: "185? More like 185 reasons │
│ you're awesome." │
└─────────────────────────────────────┘
Where Coaches Appear
| Location | How |
|---|---|
| Dashboard | Greeting message in character voice |
| Workout screen | Tips, encouragement between sets |
| MoCoach AI chat | Full conversation in character |
| Notifications | Push notifications in coach voice |
| PR celebrations | Victory message in character style |
| Streak milestones | Congrats from coach(es) |
| Rest timer | Motivational nudge |
4.5 Mo (Adaptive) Behavior Matrix
When Mo is selected, AI automatically chooses the right character:
| Context/Trigger | Character Used | Rationale |
|---|---|---|
| Missed 2+ days | Sam | Encourage return, no guilt |
| On a streak (5+ days) | Max | Push harder, build on momentum |
| New PR hit | Sam + Squad | Celebrate big |
| Performance declining | Sage | Reassure, check recovery |
| User asks "why?" | Nova | Educate, explain science |
| Quick logging session | Ace | Efficient, stay out of way |
| Early morning (5-7am) | Sage | Gentle start |
| Late night (9pm+) | Sam | Supportive, acknowledge effort |
| First week (new user) | Sam | Welcoming, build trust |
| Deload week | Sage | Recovery focus |
| Approaching competition/goal | Rex | Competitive fire |
| User seems frustrated | Chip | Lighten mood |
4.6 Character Response Philosophy
Core Principle: Same knowledge, different perspectives.
All coaches have the same fitness expertise. Each delivers it through their unique lens.
Example: User Asks "How do I improve my bench press?"
| Coach | Response |
|---|---|
| Sam | "You're getting stronger! Try pausing at the bottom for 1 sec - builds power. You got this!" |
| Max | "More volume. Add a second chest day. Stop sandbagging your warm-ups." |
| Sage | "Bench responds to recovery. How's your sleep? Sometimes rest is the answer." |
| Nova | "Increase tricep accessory work - they contribute 30% to lockout. Add close-grip bench." |
| Ace | "Pause reps. More triceps. Sleep 8hrs." |
| Chip | "Bench more? Have you tried being stronger? Kidding - try pause reps, they work!" |
| Rex | "What's your rival benching? Time to pass them. Add pause reps and a second chest day." |
Example: Rest Day Check-in
| Coach | Message |
|---|---|
| Sam | "Rest day! You've earned it. What's the plan - active recovery or full chill?" |
| Max | "Rest today. Tomorrow we go heavy. Stay ready." |
| Sage | "Recovery is growth. Stretch, breathe, hydrate. Your muscles are rebuilding." |
| Nova | "MPS peaks 24-48hrs post-workout. Protein intake still matters today." |
| Ace | "Rest. Protein. Hydrate." |
| Chip | "Rest day = best day. Netflix counts as active recovery, right?" |
| Rex | "Resting? Fine. But your competition might not be." |
5. Competitive Positioning
Market Gap
| What Exists | What's Missing |
|---|---|
| Good tracking apps | Tracking + coaching combined |
| AI workout generators | AI that knows YOU and adapts |
| Generic fitness advice | Personalized daily guidance |
| Robotic app experiences | Personality and emotional connection |
| Fragmented tools | All-in-one ecosystem |
Mo's Differentiators
| Differentiator | Why It Matters |
|---|---|
| MoCoach Characters | Emotional connection, personalized tone - no competitor has this |
| Multi-coach system | Choose your coaching style, unlike any app |
| AI + Your Program | Not generic AI workouts, YOUR program with AI guidance |
| Educational integration | Learn why, not just what - built into the experience |
| Momentum focus | Designed for consistency, not just logging |
| Personality match | App adapts to user personality - unique |
Positioning Statement
"Other apps track workouts. Mo builds momentum - with AI coaches that match your personality and keep you moving forward, no matter what."
Marketing Copy
| Use Case | Copy |
|---|---|
| Tagline | "Track less. Build momentum." |
| App Store | "AI fitness coaches that match your personality" |
| One-liner | "Your workout buddy, powered by AI" |
| Twitter/X | "8 AI coach personalities. Your program. Unstoppable momentum." |
6. Brand Aesthetics
Color Palette
| Element | Direction |
|---|---|
| Primary | Dark Navy or Charcoal (dark theme base) |
| Accent | Teal/Cyan or Lime Green (energy, growth) |
| Mode | Dark mode default, user can switch to light |
Final colors to be defined in UI/UX phase
Typography
| Element | Direction |
|---|---|
| Headlines | Bold, condensed sans-serif (strong, gym feel) |
| Body | Clean, readable sans-serif (Inter, SF Pro style) |
| Numbers | Tabular (easy scanning of weights/reps) |
Visual Style
| Element | Decision |
|---|---|
| Layout | Card-based with data elements |
| Density | Clean with enough data visibility |
| Animations | Purposeful, reinforces momentum theme |
Coach Character Visuals
| Element | Decision |
|---|---|
| Style | 3D rendered characters |
| Creation | DIY using Blender, Character Creator, or similar tools |
| Note | To be developed during Development Phase |
Platform Priority
| Priority | Platform |
|---|---|
| 1st | Mobile (iOS/Android) |
| 2nd | Tablet (iPad) |
| 3rd | Desktop (responsive web) |
| Future | Native mobile apps (App Store, Play Store) |
Document Status
- Brand Identity (name, taglines, Mo-prefix)
- Vision & Mission
- Target Users
- MoCoach Character System
- Competitive Positioning
- Brand Aesthetics
Phase 1: Brand & Vision - COMPLETE
Document created: December 2024 Version: 1.0 Status: Complete