Onyx had an amazing digital product and some serious attention from the industry... but it had outgrown their visual identity. It lacked personality and didn’t convey a clear message about where the brand was heading. They had streamlined their positioning to be mobile-first coaching from real personal trainers, but they needed a new strategy and identity to bring this vision to life. That’s where we came in.

Over a 4 month period we conducted market research, collaborative workshops and countless design iterations to reach the perfect brand. We knew it needed to reflect the Onyx experience and show off how unique the brand was.

The colour palette that we landed on felt like it truly captured the Onyx mentality: fun, fresh and accessible with a touch
of technology and intensity. It was the perfect counterbalance
to a repetitive market, without losing it’s sporty essence. Bold type choices, unexpected compositions and flexible design elements resulted in a landing page and roll out that can be adapted over the years as Onyx takes on a life of its own.