The Tonal rebrand focused on building a coherent identity system grounded in clarity, precision, and physical reality. Rather than positioning fitness as aspiration or transformation, the work emphasized discipline, consistency, and measurable effort.

The system extended across visual identity, messaging frameworks, product interface language, and campaign execution. Particular attention was paid to how the brand would live in the home—on screens, in spaces, and alongside everyday routines—without demanding constant attention.

The goal was not reinvention, but alignment: ensuring that Tonal’s outward expression matched the rigor of the product itself.

Responsibilities

• Creative direction across brand, product, and campaign

• Development of core identity system and visual language

• Oversight of messaging and tone of voice

• Direction of campaign assets and content frameworks

• Collaboration with internal teams and external partners

Outcome

The rebrand established a durable foundation for Tonal’s continued growth, enabling consistency across channels while remaining flexible enough to evolve alongside the product.

The work demonstrates applied custodial practice under constraint: maintaining coherence across scale, speed, and multiple stakeholders without sacrificing clarity or discipline.