the insight
the insight
For people overlooked by the fitness industry, getting started isn’t about hitting goals — it’s about finding someone who believes in them before they believe in themselves.
the idea: a brand that champions fitness as a personal journey — one that’s more empowering, sustainable, and human when you have the right guide by your side. or in this case, on your wrist.
the story.
CoPilot was at a critical inflection point for its business, having grown its user base 10x in two quarters. The next step was to capitalize on its growth potential by developing a more relevant strategic brand positioning and identity that could reach a wider set of customer segments.
While the founders built the original brand and experience with a “young male weightlifting enthusiast” target, user data revealed that approximately half of its user base was female.
In addition, gender-specific fitness targeting was becoming a thing of the past. The new CoPilot brand needed to dial into user attitudes and aspirations, rather than gender, to capture a larger share of the market. CoPilot also faced the challenge of standing out in a crowded fitness market, especially after the influx of online fitness options during the pandemic. Their new brand identity needed to work harder and present a unique perspective across all brand touchpoints.
Through research, we identified a white space in the market — the opportunity to tap into a consumer segment historically ignored in the fitness industry: those who knew exercise was important but weren’t sure how to get started.
In order for them to develop a sustainable fitness habit, they needed a real partner. For CoPilot users, fitness was much more than just workouts, reps and calories burned — it was an opportunity to take small steps toward a fuller life.
Driven by this core insight, we created a brand for the people who believe that fitness is a means to achieve what they want out of life, and see it as an ongoing journey that’s much more manageable, enjoyable, and sustainable with an experienced guide along for the ride.
We activated this idea across all brand assets, including visual identity, in-app experience, brand tone of voice, and website redesign. The new CoPilot logo illustrates the brand story of 1:1 training and positive change; a pastel color palette that evokes a sense of approachability; and photography of real, relatable people to reinforce our consumer targeting strategy.