Getting smart about being your strongest.
For Tonal founder Aly Orady, the question wasn’t “can I get stronger?” as much as it was “why can’t I get stronger in a better way?” That question led to a device that could do what the heaviest, bulkiest metal weights could without a third of the space. Together, we tackled the set of new challenges that accompanied this innovation—to not only identify and explain Tonal’s process—but to develop a brand that could welcome people into a world of fitness that really could make every body stronger.
- Brand Positioning
- Verbal Identity System
- Visual Identity System
- Photography Art Direction
- Website Design & Copy
- Brand System Guidelines
The core of our work was built on that idea—everyone deserves the right to be stronger, better, healthier versions of themselves. This allowed Tonal to be motivational and aspirational without being shamed; premium without feeling out-of-touch. Tonal speaks like its coaches—confident, approachable, focused and informed—and it looks like its product: sleek, powerful, meticulous and intriguing.
Most importantly, Tonal celebrates bodies and people. By looking at them within a system that emphasizes boldness and pops of color, the human body and its intricacies become their dramatic, intriguing selves. This perspective shares Tonal’s vision of the world, and shows people how they can become exactly who they want to be, every day, in any way.
The core of our work was built on that idea—everyone deserves the right to be stronger, better, healthier versions of themselves.