A fresh new brand identity for the UK's ultimate AI-powered personal trainer.
Another Round
Client
Year
Scope
2023
Another Round's 2023 brand uplift sought to position the company as an established disruptor in the fitness app space, while also presenting it as an encouraging, ever-present guide throughout users' fitness journeys.
"The focus of Another Round's ID revamp was to iron out some of its users' most common problems. For example, the demotivation and burnout that many face following the initial two-to-three week 'Honeymoon' period into their fitness journey. We knew that intelligent and engaging design thinking held the key to keeping people on track with their fitness goals beyond this initial period."
Another Round's marque represents the cyclical process that individuals embark upon to achieve fitness success.
A clean and sensible metaphor for repetition, it eliminates the overbearing feeling of commitment to the fitness lifestyle by representing fitness as simply a series of cyclical 'rounds' performed consistently.
The logo's motion represents the cyclical nature of leading a fit and healthy life, motivating the viewer to start their journey with Another Round.
The colour palette for Another Round intents to inject energy into the brand’s communication, with shots of neon green, teal, and peach orange that add zappiness to design spreads and advertising.
Images are framed with different shapes that ‘cycle’ around them, symbolising once more the cyclical ‘round’ shaped process of fitness through visual metaphor.
Here, graphic elements and text interact with imagery to create a unique tone
of partnership, motivation and support.
A playful text treatment further explores the 3D effects
within Another Round's app.
With the brand growing in popularity and user numbers increasing month-on-month,
we wanted to create a scaleable Brand ID that lends itself well to further rollout
and application in both a digital and physical context.
Visual merchandising for the brand utilises the logo’s full potential, with embossed textures and screenprinted swag allowing the brand audience to interact with the ID beyond just the digital channels of Another Round.
Referencing analytical thinking and presence in the moment, translucent UI elements reinforce a 3D 'out-of-the-screen' feeling. This keeps the UI floaty and breathtaking,
as well as easy to use.
The app design follows a floaty and airy UI interface. This makes it easy
for users to analyse their movement and follow instructions on how to correctly position their body during workouts.
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