Get to know me through
visualsor text

MA in visual communication design @ Westerdals Kristiania (2023–2025)

BA in graphic 
design @ NTNU (2018–2021)

Open to work, reach out:
hei@tomashau.no
+47 473 17 027


Orgnr. 927126567 ©2024 tomashau design

ATHLA

(2025, master thesis)


ATHLA is part of my master thesis, which explores how visual communication design can push more people to eat vegan. 

The approach is based on the theory that actions can lead to changes in attitude. Instead of actively confronting negative attitudes toward vegan food, the design solution aims to engage the target audience in behavioral change, which may contribute to changes in attitude over time.

Inspired by speculative design, ATHLA offers genetically tailored meal kits, aimed at a growing target audience of health and fitness enthusiasts. By appealing to their existing motivations, ATHLA shifts the focus away from the restrictions typically associated with a vegan diet. This helps counteract reactance, while the meal kit itself creates an opportunity to teach how to cook nutritious, easy, and tasty vegan food, contributing to positive experiences, associations and attitudes.
Adobe Illustrator
Adobe After Effects
Processing and AI




The logo is a generative wordmark, where vertical lines derived from DNA manifest into the type. The logo doesn’t have just one fixed form, but can vary across platforms. This represents: 
How genetic testing is the very foundation of ATHLA and manifests in everything they do
That ATHLA is fluid, dynamic, and adaptive
How ATHLA aims to disrupt the status quo and promote a greater dietary shift.


(Psst! Turn the volume up for this one )



While the vertical lines represent the customer’s unique DNA, the horizontal lines symbolize adaptation. Together, they form a grid pattern that represents the connection between genetics and diet. ATHLA provides each customer with a personal profile — accompanied by a unique symbol that varies from person to person. This personalization is the core of the product concept and, therefore, a key element in the visual identity.
The symbol is generated through code, with variables from the customer’s unique genetic profile determining which squares are filled and which are not.



Blood red has been chosen as the primary color to reinforce the bodily aspect of ATHLA.

Like many other health and fitness-related products and services, ATHLA light is used as a background color to contrast with the blood red. This shade of white is muted and neutral, slightly darker than pure white, to prevent the color palette from feeling too sterile.

Red contrast, used as an accent color, grabs attention and can be associated with energy, as well as with fitness and health.

Red background is inspired by the body—skin and mucous membranes. They help create a more user-friendly color palette, along with ATHLA dark.