We started our engagement with a strategic exercise, looking at customer tension points within the existing market. Combined with the brand values Ergatta proposed to solve those tensions, we set out to empower users turned off by fitness instructors and instead motivate them using the competitive spirit that drives sports and gaming. The product paired fitness games with intelligent user-driven data that increases workout challenges as users complete workouts. Our branding reflected these core pillars with a smart, techy, sporty, competitive and motivational design language.In addition to the creation of a global design system for the product, we also lead the conceptualizing, branding & design of a series of on-screen games.After we launched the core product, we redesigned the website, created a marketing language across all touchpoints, and creative directed dozens of photo and video shoots.We're proud to say that 3 years after our initial brand identity work, Ergatta is now valued at over $200 million, having won Clio Awards, American Advertising awards, and a slew of incredible press. We're still working with Ergatta as creative consultants, acting as stewards of the brand as it continues to grow and evolve.