Tonal
DESIGN · BRAND MARKETING/RETAIL
OVERVIEW
At Tonal, a leading fitness-tech startup known for its in-home, wall-mounted strength training machine, I was involved in several major marketing campaigns, the retail refresh, and various projects showcasing new product features. As the Experience Marketing Designer, I developed and maintained the creative team’s retail design library, established the direction for showroom assets, and played a key role in the collaboration between external contractors and senior leadership, ensuring cohesive execution across all retail and marketing initiatives.
Campaign Creative by Brian Kall
OUTCOME
As Tonal began introducing brand ambassadors like LeBron James and Serena Williams, the brand’s visual identity evolved from a modern 80s aesthetic with bright neons and gradients to a warmer, more inviting look. The new design incorporated wooden and concrete tones, creating a connection to the home environment while retaining the essence of strength central to Tonal's "Be Your Strongest" ethos. This evolution was reflected in both the campaigns and the updated visual identity, seamlessly bridging where the brand was and where it was headed.
TASK
· Graphic Design & Campaign Creative
· Retail Design Direction
· Environmental & Fixture Design
· 3D Renderings
· Retail Design Direction
· Environmental & Fixture Design
· 3D Renderings
