App Store Marketing - Vertige
Vertige
The same app, two years apart. This study displays how my design thinking evolved — from building screens to building systems that adapt to real users.
Timeline
1 Month
Role
Visual & Marketing Designer
Deliverable
App Store Screenshot Suite
Tools
Figma
The Brief
Creative freedom with a clear
emotional goal
Vertige came to me through a professional referral. The founder needed an App Store screenshot suite and gave me access to the full Figma file of the
app.
Beyond the technical features, the brief had an emotional dimension. Vertigo affects far more than balance. The anxiety, depression, and loss of identity that come with vestibular disorders were central to who this app is for. The screenshots needed to feel calming and uplifting without being dismissive of how hard the condition actually is.
The Creative Challenge
Feature-first wasn't going to be enough.
App Store screenshots have one job: convert a scroll into a download in under three seconds. That changes everything about how you write for them.
For someone discovering Vertige for the first time, the tone needed to shift. Not 'you are not alone' but 'you are in control.'
Every line of copy was written to lead with capability. What the user can do, what they can know, what becomes possible when they understand their own patterns.
brief on copy
"A lot of times on the website we speak to 'you are not
alone' and 'become yourself again' but I don't know if
that's the same vibe we should be going for in the App
Store so I'm happy to hear your ideas."
— Vertige Founder
The Work
Six screens. One suite.
Each screenshot works on its own but earns more meaning in sequence — opening on emotion, building toward the app's most powerful features, the way a good pitch should.
Copy direction
Empowerment over solidarity
Shifted from community messaging to action-oriented
copy. Each line puts the user in control, not the
condition.
Visual direction
Soft gradient backgrounds
Each screen uses a distinct pastel gradient pulling from
Vivi's palette. Cohesive as a suite, distinct per screen.
Sequencing
Feature sequencing
Hook first, complexity later. Emotion before features,
the way a good pitch should work.
Track symptoms.
Discover patterns.
Become yourself again.
VERTIGE
Take Control of Your Vertigo
01 — The Hook
Log symptoms in seconds
Record dizziness, imbalance, anxiety, and more - all in one place.
02 — Symptoms
Track Weather & Barometric Pressure Automatically.
See how environmental changes may influence your symptoms.
03 — Weather
See Your Weeks Clearly.
Visual reports reveal trends, triggers, and progress at a glance.
04 — Reports
Share Meaningful Data with Your Doctor.
Share organized reports for better conversations and care.
Export to PDF
05 — Doctor Data
Small Steps. Steadier Days.
Understanding your patterns can bring confidence and calm.
06 — The Close
The character
Vivi wasn't a brief. She was a suggestion.
The founder mentioned Vivi almost as an aside — "we have the meditating lady that we call Vivi, do you
think we could add her into the mix?" It was an open question, not a requirement.
Using her was an easy decision. Vertigo is an isolating condition. The anxiety and depression that come
with vestibular disorders are as real as the physical symptoms, and Vertige's brand had always tried to
acknowledge that. Vivi — calm, grounded, meditative — carries that message visually without needing
words to explain it.
She opens the suite, closes it, and appears in the daily dashboard screen. Her presence gives the
screenshots a character that no competitor has, making Vertige immediately recognizable in a sea of
medical utility apps.
What this project taught me about
marketing design
A purely commercial deliverable — no UX problem
to solve, no user flows to map. Just six screens that
needed to make someone stop scrolling and
download an app.
The biggest lesson was that copy and design aren't
separate decisions. Getting the tone right first made
every visual decision easier.
Being trusted with creative direction is a different
kind of responsibility than being given a brief. Every
decision needed a reason, not just an instinct.
