Perfection is not an absence of flaws. It’s a mastery of balance. Beauty and function. Muscle and tone. The fitness you want and a life outside the gym. We designed the future of fitness to fit into your home, your schedule, and your goals.

A combination of AI, strength training expertise and considered industrial design resulted in Tonal, an intelligent fitness system—a gym’s worth of equipment packed into a unit that hangs like artwork when not in use.

Credits - Owner Aly Orady cast an innovative vision while Nate Bosshard lent target market insights and kept client-sided details moving. Toby Grubb handled brand and digital creative direction, collaborating with Tonal’s Product team, Sarah Lewis, Sumner Paine and Rachel Lee on UX strategy. Tyler McRobert and Kyle Mac iterated on countless approaches to the Trainer’s UI. Kevin Evans lent design support and photoshop brilliance throughout. Denis Kegler established art direction for the video and retail efforts, collaborating closely with Ryan Vance and Kelly Savage. Jodi Glover Thiel crafted overarching strategy and guided production. Copywriting was a joint effort by Mike Houston, Adam Bagerski, Nate Bosshard and Toby Grubb.