Kathy Smith has stood at the forefront of the fitness and health industries for more than thirty years.White Pony creative was hired by a third party to take a fresh look at the brand and provide insight into what is driving the image of fitness both now and in the future.
The result is an identity that feels clean and modern and opens up a new set of product applications as well as appealing to markets both young and mature. The concept behind Kathy’s success is that is not about perfection, but about the process, and we couldn’t agree
more. The onion skin graphic represents the everchanging human body and its mutability. Strength in both branding and the physical arena are oddly quite similar – adapt, change, reinvent or perish.