Flex Haven, an innovative wellness game, blends stretching with the home and decor genre to promote movement and well-being for Gen Z.
XAMA spearheaded the project, conducting crucial product research, analysis, and crafting a UX proof of concept and visual direction for initial pitching and funding discussions.
We explored various game and movement concepts before identifying stretching as the optimal activity. Gen Z approaches fitness differently–– and highly values everyday rituals consisting of low-pressure activities for their wellness.
Our research pinpointed how critical it is to create a game loop that calms anxiety, and promotes any kind of movement.
We developed a Figma proof of concept, and established the initial brand & art direction. The clickable prototype showcases the game's core loop and a visually appealing identity tailored to our target demographic.