Challenge
Onyx had an amazing digital product and some serious attention from the industry... but they had outgrown their visual identity. It lacked personality and didn’t convey a clear message about where the brand was heading. They had streamlined their positioning to be ‘mobile-first coaching from real personal trainers’, but they needed a new strategy and identity to bring this vision to life.
Process
After years of collaboration for the app UX UI, over a 4 month period we also conducted market research, collaborative workshops and countless design iterations to reach the perfect brand identity. It needed to reflect the Onyx experience and show off how unique the brand was.
Solution
The colour palette that we developed truly captures the Onyx mentality: fun, fresh and accessible with a touch of technology and intensity. It was the perfect counterbalance to a market that frequently lacks uniqueness, without losing it’s sporty essence. Bold type choices, unexpected compositions and flexible design elements resulted in a landing page and roll out system that can be adapted over the years as Onyx takes on a life of its own.
