From websites to packaging, we design experiences that are beautiful and functional.
Building the visual identity and digital launch experience for a next-generation AI fitness platform.
The Challenge
GROWL was preparing to introduce a new category of connected fitness product: a life-size AI trainer that combines boxing, real-time coaching and gamified workouts. The brand required a distinctive identity capable of communicating innovation, physical performance and accessibility while supporting its launch across web, marketing and crowdfunding channels.
The Solution
The Growl brand identity was designed to embody the elegant design of their hardware with the strength of the name that evokes personal growth. The logotype takes inspiration from the curves of the punching bag and the arch that houses the computer and projector. The letter “G” is a stylized boxing glove and the logo mark adds a subtle wrist to accentuate this even more.
Services
Brand Identity
The visual identity was designed around GROWL’s core product experience: an AI-powered boxing coach that combines hardware, movement and immersive training. The custom logomark draws inspiration from both the physical form of the device and the silhouette of a boxing glove, creating a distinctive “G” symbol that connects the product directly to the brand.
The resulting identity balances technology, fitness and entertainment while remaining flexible across digital products, marketing campaigns and crowdfunding initiatives.
Website
The website was designed as a conversion-focused product narrative.
Key considerations included:
The experience balances marketing storytelling with product education, helping users understand not only what GROWL is, but why it represents a new category of connected fitness.
Motion Design
As part of the branding and also for the Punching bag itself, Growl needed logo reveals. One was a 3D logo reveal for the intro of the bag and the other a quick 2D reveal that would be used on the web or to bookend promo videos etc.
Kickstarter Campaign
In addition to the website experience, visual assets were created to support crowdfunding and launch communications.
The visual system ensured consistency across every customer touchpoint while helping establish a premium and innovative brand perception
Their Kickstarter campaign hit $100K in 30 minutes of being launched and went on to raise over $570K
