The challenge with Qualia was to architect a unified digital ecosystem that served two distinct user states: the high-intensity, "in-the-moment" performance of the Qualia Run mobile app and the community-centric, informational hub of the Qualia Studio website. As the design lead, I spearheaded the creation of a visual and functional language that balanced the grit of endurance sports with the tranquility of mindfulness. I focused on defining a "North Star" for the brand identity that could flex across different environments. For the mobile app, this meant prioritizing high-contrast, glanceable UI for runners in motion. For the studio website, it meant creating a sophisticated, immersive editorial experience that fostered community and facilitated bookings. By aligning the "individual journey" on mobile with the "collective experience" on the web, I established a cohesive brand architecture that elevated Qualia from a local studio to a premium digital fitness leader.