The brand repositioning was set to differentiate Tonal from an emerging sea of competitors, elevate its positioning and deliver a framework that would allow the company to scale rapidly across web, retail, hospitality, advertising, and content. The team worked with best in-class partners: Future Deluxe (VFX), Norman Wong (editorial photography), Jackie Beale (lifestyle photography), Mean Machine (animation), and Jam 3 (react web design/development) to work with Tonal’s internal creative team to deliver an entirely new brand identity for the Tonal: The Smartest Home Gym.