Status Point: Apple x Solo Leveling

An Integrated Marketing Campaign (IMC) that transforms real-world fitness data into an immersive RPG-style progression system.

Originally developed as a strategic Integrated Marketing Communication (IMC) campaign, I pushed this project further by transforming the marketing requirements into a high-fidelity design case study. Built in Figma and Framer, the concept reimagines Apple’s fitness ecosystem as a journey where users earn XP and levels from real-world workouts tracked by Apple Watch.

"I would like to create an IMC pitch for “Status Point,” (New Service) a gamified fitness app where users earn XP and status points from real-world workouts tracked by Apple Watch. Users set their age, weight, and fitness goals (lose, gain, maintain), which determines their starting HP. XP is awarded for completing daily and long-term quests based on their personalized plan. As they progress, they level up and improve virtual stats including HP, Strength, Endurance, Vitality, and Focus. Users unlock titles that reflect their achievements, with interactive dashboards and RPG-style visuals, that is made by Apple Inc."

Bridging Marketing Strategy with Product Design

I wanted to prove that a strong marketing objective can be the foundation for great design. For my Marketing IMC course, the challenge was to create a cohesive campaign for an existing brand; I chose to go beyond the assignment by building the entire product UI to show exactly how the strategy would function in the hands of a user.

Blending RPG Mechanics with Health Data

I referenced the Solo Leveling franchise to understand how to design progression that feels meaningful. Using those insights, I translated age, weight, and fitness goals into a starting HP and a rank ladder ranging from F to SSS. Every workout earns XP and improves virtual stats including Strength, Endurance, Vitality, and Focus, creating a natural flow between physical training and digital growth.

Building Intrigue Through a "Level 1-8" Mystery

I designed a multi-city engagement strategy that built anticipation through cryptic, unbranded bus wraps in major metros like Seattle, NYC, and Chicago. The campaign followed an 8-level progression where visuals evolved monthly from glowing runes and silhouettes to the final reveal of the Status Point logo. This demonstrated my ability to plan long-term marketing roadmaps that spark online speculation and community discussion.

Validated by High Honors and Professional Praise

The project served as the final for my marketing course, where I presented the full IMC pitch as an audiovisual presentation. It earned a 90/90 on the final and a 97 percent overall in the course. My professor described the work as "Truly exceptional" and noted that "Each frame effectively showcases the flow of your pitch's vision, making it both easy to understand and visually captivating".

Designed to Feel Like an Awakening

The final prototype flows from a mysterious "Awakening" teaser to a full iPhone and Apple Watch integration. High-fidelity animations, RPG-style status windows, and interactive quest dashboards come together to create an experience that feels both high-tech and personal.

Designed With Character

Status Point taught me how to take a formal marketing requirement and turn it into a soulful, interactive user experience. I learned to bridge a massive tech brand with niche gaming culture, build complex campaign roadmaps, and create digital products that feel like a living story.