Tonal Rebrand
May 2021 | Branding, Strategy, Production, Creative Direction
As Creative Director at Tonal, I hired and led a creative team of 10 designers, copywriters and producers to complete, operationalize and launch a rebrand.
My creative direction was effective in differentiating the smart fitness device and subscription product, amongst a sea of competitors. My team worked to deliver a framework that would allow the company to scale rapidly across web, retail, hospitality, advertising and content.
To do this, I enlisted best in-class partners such as Future Deluxe (VFX), Norman Wong (editorial photography), Jackie Beale (lifestyle photography), Mean Machine (animation), Public Address (graphic standards and branding) and Jam 3 (react web design/development) to collaborate with Tonal’s internal creative team to deliver an entirely new brand identity to the smart fitness market.
Executions can be seen at 40 Nordstrom locations across The United States, select Tonal flagship showrooms, digital advertising, site content, and broadcast commercials—including a Lebron James spot currently in market.
