Tonal
This is a creative strategy case study conducted in 2023 detailing their audience lifestyle. From there, a complete set of static ads as well as a fully operational landing page was made.
ROLE
CREATIVE STRATEGIST
PRODUCED AT
CASE STUDY
CLIENT
TONAL
audience research
Suburban Casual Athletes
age: 30 - 55
problems:
👉 Busy lifestyle with little time to spare
👉 Doesn't want to sacrifice family time for a gym commute
👉 Hates busy gyms and waiting for equipment
👉 Lack of space for home gym
👉 Needs a workout plan or coach
desired outcome:
They’ve just gotten so much time back in their life while feeling their best and crushing their health goals. 💪
customer persona story
Hi, I’m Daniel! My wife and I live in the Suburbs of the Twin Cities. We love our home and how much extra room it has for us and our family of one 9 year-old, a 2 year-old and our Husky, Balto. Family is everything to me and I want to spend as much time with them as I can!
Being a former baseball player, I found the perfect fit for me working in middle management at a sports advertising firm located in St. Paul. Thankfully, I am able to work from home in a Hybrid fashion. I can’t even think about what it would be like if I had to commute every single day on top of my already busy schedule! On the days I work-from-home I get some time back that quickly gets occupied with prepping meals for the family, various errands, and school drop offs on-top of all of the work meetings and projects that I need to tackle on a daily basis.
Now I’m not one for complaining! I always try to sneak in some time for myself when I can. These days my bat has been replaced with a golf club…but I like to think that I could pick up my glove and be back out on the field in a moment's notice! But, staying in shape as a busy parent with a full time job is challenging.
I love to lace-up my sneakers and get some fresh air on a run when the weather is seldom nice here in Minnesota. But a majority of my exercise takes place at the local 24 Hour Fitness, which is located 15 minutes away from the house. But, with the way my schedule usually lines up - I am free to workout around 4 or 5pm, which is usually peak traffic time. This turns what would be a 15 minute commute into around 30 minutes each way and this is also when the gym is starting to get to be the busiest! I always get a good sweat on but can’t always get on all the machines that I’d like to.
Despite doing everything I can to balance family, work and maintain a semi-consistent exercise schedule over the years, I’ve been watching my weight steadily increase. I miss the way I felt when I was in game-shape and I desperately want to get back to that point. I am running out of ideas and almost ready to accept that this is just my fate.
design + copy #1
Feature Pointout
iteration A:
Imagine your perfect gym - right on your wall. Meet Tonal, the world's smartest home gym that delivers results you can feel.
📋 Personalized Coaching Plan
🏋️Sets the optimal weight for you
💪 Increases weight as you get stronger
🏆Monitors the quality and form of every rep
📈 Measures your progress in real-time
Headline: Your Gym. Your Coach. On Your Wall.
Desc: Let’s get to work
iteration B:
See how thousands of people are reimagining their fitness with Tonal. The game-changing, versatile home gym system customized to your needs.
📋 Personalized Coaching Plan
🏋️Sets the optimal weight for you
💪 Increases weight as you get stronger
🏆Monitors the quality and form of every rep
📈 Measures your progress in real-time
Headline: Experience the Tonal Difference
Desc: Let’s get to work
design + copy #2
Us vs Them
iteration A:
What if your gym wasn’t across town, but across the room? Introducing Tonal, the revolutionary fitness system that can replace every machine in your local gym.
Headline: Get Bigger, Faster, Stronger
Desc: No Gym Required
iteration B:
Take the guesswork out of your workouts. Get expert coaching and science-backed workout programs designed to build muscle and boost stamina with Tonal.
Headline: Stay Strong and Save Time
Desc: Be Your Strongest
design #3
Break a Sweat. Not the Bank.
iteration A:
iteration B:
landing page design
Chose to lead with a lifestyle video background that could relate to our audience and show a variety of different lifestyles and in-home setups. This paired with “Be Your Strongest Self” is done to be as motivating as possible for someone to convert faster right away.
Giving the viewer a glimpse of what else Tonal can do with a clean and concise feature point out graphic of the device.
Integrated an interactive sliding carousel featuring multiple differentiators of tonal. Visually wanted to introduce something more vibrant at this point in an effort to keep the viewer visually engaged and break up the mostly dark aesthetic up until this point.
Chose to feature this CTA Bar in the first ⅓ of the landing page to give the viewer a sense that this will not financially be a burden for them as well to add some urgency to convert.
This section was crucial to include. Starting off with a sliding carousel of UGC videos, these give our audience more live looks and real-customer testimonials of their experiences with Tonal. I made an effort to try and include a variety of different lifestyles and use cases so there should be something for everyone in the video portion.
Then backing it up with some numbers that Tonal users around the world have posted together. These numbers are impressive and meant to give the viewer a sense of something bigger than themselves.
Capping it off with a simple testimonial section. Decided to include this for the viewers who may not want to watch the videos but still want to see some social proof.
When the viewer gets to this point of the landing page they may have an idea that this is only for strength-training. To combat this, I wanted to show all of the different workout styles and sessions offered through Tonal to show that this isn’t just for generic strength training exercises.
Through my research I found that a big pain point to machines like Tonal. Was that a gym membership was cheaper and still could do everything tonal can. So figuring out a way to show the benefits that Tonal provides in comparison to a standard gym membership was key.
If they still have any doubts then maybe seeing a familiar face might help. Tonal is trusted by some of the worlds best athletes and most recognizable sports figures out there so we definitely wanted to take advantage of that as we near the end of the landing page.
They’ve gotten to the end of the page, they’ve seen all of the great benefits of Tonal. Now they might be thinking: “How do I set this up?” By showing the visual of the mounting system and showing the in-home installation feature, we will help ease peoples minds that this is a daunting setup. Lessening the commitment will also lead to more conversions so offering 30-Day Home Trial and the warranty in this phase should see more purchases.
desktop:
mobile:
