BowFlex Rebrand Launch

A new identity

Crafted by the talented team at COLLINS, the new BowFlex identity introduces a cohesive design system that harmonizes our brand philosophy with modern aesthetics. At the heart of our new identity is a contemporary logo crafted to encapsulate the essence of our brand. Complemented by a dynamic typeface and an expansive color palette designed to evoke emotion, each element of our visual identity has been carefully curated to resonate with our audience. Our distinctive graphic treatments convey a sense of movement, while unique figure illustrations serve as a reflection of our brand ethos, and our custom iconography style, derived from our typeface, adds a unique touch to our visual language.Throughout the development process, I strategically leveraged our brand toolkit to ensure consistency and cohesion across all materials, reinforcing our brand identity at every touchpoint.

The Website

In the process of rolling out our new identity on BowFlex.com, our web team faced bandwidth constraints and backend coding limitations. While the initial expectation was to preserve the existing visual experience and simply update the logo and color palette, I aimed for more than just a refresh. My goal was to signify a clear shift from old to new with a comprehensive transformation of our e-commerce experience.While recognizing our constraints, I took the initiative to modernize the entire visual experience, driving the design strategy and making UX recommendations as our team lacked a dedicated UX resource. A particularly impactful change involved our use of color and typography. I removed the visual clutter of aggressive promotional messaging and took a refined approach to ensure a seamless blend of offers and improve the consumer experience. Additionally, I re-worked page layouts to feature larger images and a full-screen experience, allowing consumers to see our products more clearly.

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The Emails

I led the development of the design strategy and visual direction for the entire suite of BowFlex emails, encompassing top, middle, and lower funnel emails, as well as transactional and post-purchase communications. I aimed to create a unified appearance across all communications, ensuring consistency, effectiveness, and alignment with the new identity. I defined the usage of the logo, color, typography, imagery, and layout, crafting a flexible design system to maintain cohesion and consistency across all touch points. Collaborating closely with our internal email team, I addressed coding challenges during our transition to a new email hosting platform, while optimizing the user experience through enhancements to layout, readability, and usability in our email templates.We strategically deployed an initial Brand Announcement email, offering our most active and engaged audience an exclusive preview of the rebrand. This allowed us to expose our audience to the new identity and provide context and familiarity to the new branded emails they would eventually receive.

The Packaging

In our packaging approach, my focus was on creating a versatile system tailored to accommodate all BowFlex products across Direct, Retail, and International channels. I took a minimalist and modular design approach to ensure adaptability across various box sizes and orientations. Central to this approach was the prominence of the BowFlex identity for immediate brand recognition and the use of our custom product icons to differentiate each product within the lineup.Additionally, I developed a universal template for our product manuals to compliment the box art, integrating our distinctive emotive color graphic treatments across various products. The manuals not only serve as a valuable resource for our customers, but they are also now a meaningful brand touchpoint in the unboxing experience.

Social

Our Organic Social re-launch aimed to reintroduce BowFlex to our current audience with updated messaging, visuals, and positioning, while also attracting a wider audience with a new brand philosophy. We collaborated with our social media partner, Herman-Scheer, to develop the rollout strategy and establish a fresh social media presence. In my role as Art Director, I oversaw the social strategy and visual execution of all assets for the launch, working closely with Herman-Scheer to ensure consistency with my creative vision. Strategically, we aimed for a clear shift from old to new. Leading up to the launch, we teased something new with daily posts reflecting on the part BowFlex has played in the fitness industry over the years. 24 hours before the launch, we went ‘dark’ with an empty feed, creating a clean slate for a dramatic reveal of the new identity. Our goal was to ensure our new philosophy resonated with our audience, highlighting our values of inclusivity, individuality, and motivation to move.

The Films

We partnered with Herman-Scheer to develop two impactful films, showcased on both TV and Social platforms, serving as pivotal moments for the BowFlex brand relaunch. In my role, I collaborated closely with our Brand Director, Michael Robinson, overseeing the creative direction of each film. My primary focus was to ensure alignment with the new brand identity across all elements including visuals, music, messaging and VO.Throughout the post-production phase, I played a central role in refining the films’ aesthetic through strategic editing decisions and meticulous music selection. One notable challenge emerged during this process: finding the perfect music fit. Following our initial review, it was clear that the music didn’t feel right. I proposed a change in music for one film and adjustments to the track in the other. Eventually, we landed on two tracks that complemented the visuals and tone of each film.

"Find You"

00:30

"What Moves You"

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The
Photography

The goal of this photoshoot for our brand launch was to create fresh assets that embody the essence of our new identity and brand philosophy. We sought to convey a sense of inner strength and vitality, utilizing emotive color treatments and showcasing a diverse cast representing various body types, ethnicities, gender expressions, and movement backgrounds. As the client side Art Director, I oversaw the preparation and planning led by the Herman-Scheer team, ensuring alignment between concept development, casting, location scouting, and the shot list with our visual direction and project objectives. Taking a lead role on set, I directed and provided feedback to the photographer, movement directors, and talent, using my expertise in dance and choreography to articulate specific movements and capture a range of expressions. During post-production, I approved image selections and collaborated with the retouching team to ensure consistent color treatments across all assets.