Beachbody Gear
Global campaigns for a performance apparel brand
Beachbody, a global leader in health and fitness headquartered in Santa Monica, California, partnered with us to launch Beachbody Gear, their performance apparel and footwear line. Our collaboration began with a single global campaign, designed to launch and distinguish this new product line from their infomercial-focused division.
Distinction by design
To differentiate these lines, we positioned Beachbody around the concept of “Engineered for Performance”, creating a brand identity that was both credible and inspiring. This direction resonated with a wider global audience, paving the way for a lasting connection to Beachbody’s fitness community.
This quickly evolved into a two-year long partnership where we continued to develop different aspects of the brand, shaping and expanding the brand across multiple platforms. This encompassed seasonal campaigns to custom typefaces, social media campaigns and catalogue production.
Engineered for Performance
To further anchor the brand’s new direction, we created BB Stadium—a bespoke typeface visually inspired by the concentric lines found on the soles of sneakers and the bold lines of court markings. These graphic assets were used across Beachbody Gear’s social media accounts and web store, reinforcing the performance-driven ethos of the brand.