Absolute Performance has been creating bespoke, cutting-edge facilities for leading names in individual and team sports, personal trainers and homeowners for over 10 years. As the company has grown, it's brand no longer reflected their aspirations or their authority in the field of strength equipment.
We undertook a full rebrand of the company, finding inspiration in what it encompassed, strength, stability and the powerful stance created by those that use it.
We created a new brand mark named 'the Apex'. The Apex reflects the rigidity of the racks, the form of its users and the boldness of the company.
Our new brand started with an idea and a clear strategy, and Toward were able to go beyond all of our expectations and push our boundaries to create a brand that would not only hold up in the UK market but worldwide.
To amp up the impact of the new identity, we paired it with big, bold typography that would add that extra punch. Utilising the huge range of weights in the Titling Gothic font family, the type is used to reinforce, strength, authority and power.
The new website needed to be exciting, but still intuitive and user-friendly. We stripped back their content to be more direct and punchy and then introduced big type, stronger imagery and a playful layout.
Using Craft Commerce, we created a bespoke online store to allow Absolute Performance to provide their equipment to a much larger audience.
Working with Toward was a refreshing experience and their work manages to inspire the entire team every time we see the results their work can achieve.