iFit
Brand Repositioning (My role: Design Director) iFit is more than a wearable, it tracks activity, sleep, nutrition, and workouts and syncs them with your daily activities, habits, and events. All while connecting to multiple workout machines and devices. We worked with agency strategy and ad creatives to create brand elements that would express the new positioning that a physical workout is more about what comes next than just a single workout itself. Life travels in one direction. Forward. Even if you’re not moving, the rest of the world is. There are no pauses. You have to follow up. For this we created a "forward" symbol based on the existing brand identity. We then followed with type, photo styles, ad layouts, in-store looks and packaging concepts.