Challenge
As a concept, Kinomap couldn’t have been more relevant or innovative. COVID-19 reshaped the landscape of fitness and led to the at-home fitness industry skyrocketing by nearly 50%. Additionally, the world was urged to stay at home for the best part of two years. Kinomap offered an escape from this reality - even though they were stuck at home users could experience some of the best tracks from around the world.
Process
This being said, their brand felt out of touch and dated. With a logo that didn’t communicate how or what they did, they were falling behind the competition without a clear direction or identity. We immersed ourselves in the market with the goal of establishing how we could be different from the crowded competition while remaining true to our USP and values. We realised that while everyone else focused on what indoor training looked like, Kinomap’s audience was more interested in what was beyond their four walls. They wanted their training experience to be less ‘at-home’ and more ‘out there’.
Solution
This strategy lead to a visual identity that focuses on the epic places and experiences depicted on the Kinomap screen, rather than showing people working out in next to their sofa. Our art direction was aimed to be a breath of fresh air; muddy tracks, wide-open roads, expansive lakes. These are the places everyone would workout in if they could, so we wanted to give Kinomap users the next best thing. We refreshed their logo to be a combination of the letter ‘K’, and a crossroads. This shows what the brand does (geolocated video sharing), but also that with Kinomap you never need to ride the same road twice. There’s always a new path to be taken.
