Tonal
Intelligent Home Gym

            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.


Design: CD Ben Pham, DD Claudia Di Martino, Christy Silva & Brandi Steele Strategy / Verbal Identity: Myra El-Bayoumi, Barb Langfit, Malik Ben-Salahuddin
Photography: Shot and Supplied by Tonal