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Tonal Identity Refresh

Tonal believes real strength exists in every body. Their proprietary weight training—using magnetic weights—means that the gym has transformed, so you can too. We evolved the visual language, developed a photography art direction strategy, and created a new website for the brands re-launch. With the visual concept of ‘strength inspires strength’—not just physically but in all aspects of life—we created a language that shows the exponential, ripple effect of one person's strength inspiring strength in others. This concept worked through our copy, patterns, typography and our photography—showing the micro effects of muscular development in the individual alongside pulled out shots of the coaches working out.

Project Roles
Designer
Company
Tonal
Skills
Art Direction, Design, Editorial
Media
Brand Identity, Photography, Websites
Project Industries
Hardware, Lifestyle, Startups, Technology
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh
Tonal Identity Refresh