Re-energising Absolute Performance

Absolute Performance

An image of a stylish gym with red walls. The Absolute Performance A logo is on the left being cut off by the frame of the image


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.

The Absolute Performance logo on dark grey
The secondary Absolute Performance logo on a white and green background
A t-shirt and water bottle with the Absolute Performance branding
A black kettle bell with the Absolute Performance branding
A grey van with the Absolute Performance logo and green pattern

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.

Craig Goodwin

Marketing Manager

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 text 'big and bold' in white, displaying the Absolute Performance typography
A double page magazine spread talking about Absolute Performance with large title 'We're big on knowledge, service and integrity.'
A double page magazine spread talking about Absolute Performance's services with large title 'World class training facilities at the Team GB camps.'
A double page magazine spread with an image of a gym and large title 'Gym design & strength equipment.'

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.

Absolute Performance website home page displayed on a laptop. Behind it are the words 'Punchy' and 'Playful' in green
Example of a blog article on the Absolute Performance website with the title 'Fight away fat with this 3 part workout'
Example of the shop page on the Absolute Performance website with products listings

Using Craft Commerce, we created a bespoke online store to allow Absolute Performance to provide their equipment to a much larger audience.

Phone screens displaying the various shop pages on the Absolute Performance website.
A screen shot of the Absolute Performance Plate products page
A screen shot of the Absolute Performance product detail page, featuring a Werksan Fractional Plate

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.

Craig Goodwin

Marketing Manager

Talk to us about how to disrupt your industry

Talk to us