Tomas Haugland




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©2025 tomashau design

ATHLA

(2025, master thesis)


ATHLA is a meal subscription service aimed at health and fitness oriented young adults. It is the proposed solution to my master thesis, which explores how visual communication design can contribute to more people eating 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, ATHLA aims to engage a new target audience in behavioral change, thus changing attitudes over time.

Inspired by speculative design and the surge of health trends, ATHLA offers genetically tailored meal kits. By appealing to existing motivations within the target audience, 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 learn 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.