Tonal
Identity Refresh, Photography Art Direction, Website Design
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.
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Studio: Character / character.co
Creative Direction: Ben Pham
Creative Direction: Ben Pham
Art Direction: Claudia Di Martino
Designers: Christy Silva, Brandi Steele, Jerome Lousick
Photography: Shot and supplied by Tonal
Photography: Shot and supplied by Tonal
