The Tonal home gym is a smart fitness system designed for strength training. It is an all-in-one home gym that uses digital weights, electromagnetic resistance, and artificial intelligence to provide users with a personalized and interactive workout experience.
Moment was approached to evolve and strengthen the Tonal brand system, bridging the gap between the product experience and marketing output to ensure a cohesive, bold, and consistent brand experience. We worked closely with Tonal's product and marketing teams to analyze the brand's personality and values, evaluate the current visual language and directives, and identify areas for improvement to strengthen the Tonal brand across all touchpoints.
As we narrowed down concepts, we gravitated towards the idea of Fitness Progression and Precise Energy. We developed a type and color system that took a stepped approach to color and how type was used throughout product and marketing.
The Typography system uses the GT America type family and is a perfect fit within the Tonal product user interface, mobile app, and marketing ecosystems. Hyper-specific rules and guides were created in order to create a consistent type hierarchy.
We worked closely with the Tonal product team in order to build out a system that worked within their product architecture. Color had to not only work for the overall brand and marketing output but it had to be very specific for the UI system. Primary, secondary, tertiary, and utility colors had to be defined and tested across the Tonal system.
We also developed a marketing system. Tonal marketing algorithms were becoming stagnant, and we were challenged to develop a system with lots of flexibility in terms of imagery, color, and typography. Tonal has a large roster of expert coaches and we needed to create a way of showcasing them. We developed a library of social media assets to inform and showcase these amazing coaches by utilizing the concept of progression.
We worked closely with the Tonal product team to build out a system that worked within their product architecture. Color had to not only work for the overall brand and marketing output but it had to be very specific for the UI system. Primary, secondary, tertiary, and utility colors had to be defined and tested across the Tonal system.
We also developed a system around marketing. Tonal marketing algorithms were becoming stagnant and we were challenged to develop a system that had lots of flexibility in terms of imagery, color and typography. Tonal has a large roster of expert coaches and we needed to create a way of showcasing them. We developed a library of social media assets in order to inform and showcase these amazing coaches by utilizing this concept of progression.
As we narrowed down concepts, we gravitated towards the idea of Fitness Progression and Precise Energy. We developed a type and color system that took a stepped approach to color and how type was used throughout product and marketing.
The Typography system uses the GT America type family and is a perfect fit within the Tonal product user interface, mobile app, and marketing ecosystems. Hyper-specific rules and guides were created in order to create a consistent type hierarchy.
We worked closely with the Tonal product team in order to build out a system that worked within their product architecture. Color had to not only work for the overall brand and marketing output but it had to be very specific for the UI system. Primary, secondary, tertiary, and utility colors had to be defined and tested across the Tonal system.
We also developed a marketing system. Tonal marketing algorithms were becoming stagnant, and we were challenged to develop a system with lots of flexibility in terms of imagery, color, and typography. Tonal has a large roster of expert coaches and we needed to create a way of showcasing them. We developed a library of social media assets to inform and showcase these amazing coaches by utilizing the concept of progression.